A Fresh Look at Marketing

This book is mainly designed to update, as well as redefine, many traditional marketing terms, principles and conceptual underpinnings which have apparently become irrelevant, unsuitable and/or obsolete in modern socioeconomic settings mainly due to innovations in business and marketing practices-innovations which are dictated by changes in social, economic, competitive, and technological conditions. It is a must-read for Marketing students, instructors, researchers, theorists, practitioners, and prospective marketers, and for government leaders whose official roles and prerogatives have a direct bearing on the success and survival of business entities in their respective countries, as well as casual readers who may have an interest in gaining an understanding of the nitty-gritty of any of the themes covered in the chapters of the book.