The main purpose of this book is not to teach the theory of marketing management by the conventional step-by-step method. A number of comprehensive books and several instruction courses on this subject are available now. I regard this process of learning from books and/or courses just as essential to provide a firm base of knowledge for a marketer as it is for a medical practitioner.
My primary purpose for writing this book has four additional dimensions:
First, to provide a near-live experience of the competitive scenarios for readers to figure out how environmental discontinuities can be perceived, economic changes tracked down, and subterranean socio-cultural trends discerned from the grey vastness of circumstances.
Second, to understand ...