Principles of Marketology, Volume 2 Practice
Businesses today operate in a more complex and turbulent environment and face intense competition. To be successful, businesses must intelligently understand and deal with their changing environment and market. In this book, Hashem Aghazadeh introduces ma
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Hashem Aghazadeh
Principles of Marketology, Volume 2 Practice
Hashem Aghazadeh University of Tehran Tehran, Iran
ISBN 978-1-137-57980-5 ISBN 978-1-137-54833-7 (eBook) DOI 10.1057/978-1-137-54833-7 Library of Congress Control Number: 2015019821 © The Editor(s) (if applicable) and The Author(s) 2017 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover image © A. T. Willett / Alamy Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Nature America Inc. The registered company address is: 1 New York Plaza, New York, NY 10004, U.S.A.
To my diligent father, Khodaverdi Aghazadeh To my compassionate mother, Hajar Hajiloo To my wise and entrepreneur wife, Dr. Mina Mehrnoosh
Preface
Ultimately marketology as a ‘science of market’ terminates the identity crisis of marketing. Market-related theoretical and practical problems in a business context were the key issues that encouraged me to write Principles of Marketology. In this book, marketology is perceived as a theory and practice of market in a business context. It also shows that marketology can be regarded in a social, as well as a business, context. From a theoretical perspective, the book represents marketology as a pervasive concept that can ensure business competitive success in creating and delivering superior value to key stakeholders as complementary to marketing, market research and other market-related concepts. From a practical perspective it considers the hyper-function of marketology as a dynamic system that accomplishes business competitive success and performance management by supporting market-related decisions and actions of business by providing market data, information, knowledge, intelligence and insight (DIKII) and serving identification, generation, dissemination, exploitation and evaluation (IGDE
