Marketing [antikvár]

Preface This book is about the good and the bad, the bright and the stupid, and the ethical and unethical practices of modern marketing. It is also about the underlying forces—economic, behavioral, and political—that make the marketplace what it is. It introduces the fundamentals of marketing. It presents theory, real-world examples, and a considerable vocabulary. Theory allows us to analyze what goes on in the marketplace. The examples illuminate the theory and hang flesh and blood on our subject. The vocabulary is essential to communication. It is especially important for the reader who continues on in the literature or enters the practice of marketing. Every field has its own special words, which include the rigorously defined technical terms as well as the jargon. We'll encounter both, for the language of marketing is not known for its precision and economy. As we explore the theories and practices of marketing, we occasionally find conflict and inconsistency. We also find change. Consumer-behavior theory, pricing policies, and marketing law are especially troublesome in these respects. Marketing is very dynamic and there is much that we don't know. The field is rich in opportunity for inquiry and innovation. In many ways, both scholar and practitioner are in frontier territory. In his effort to bring marketing to life, the author has used material that is sometimes controversial. He has also taken some positions, not out of conviction but to provoke thought or illuminate a viewpoint.