What’s wrong with marketing? So far there is little framework or tools available to facilitate the interdisciplinary bridge building that successfully combine the economic logic and customer behavioral logic. This is drastically different from the logic of industrial economics upon which the competitive strategy literature of the past decade is built upon. That rigorous logic captured in the supply and demand curves a powerful heuristic for understanding the customer side of strategy, as it is constructed from the building blocks of “utility”. Very few, if any, concepts or frameworks actually peel the onion of “market heterogeneity” to identify the dimensions of each and their implications for market strategy. A lot of well-documented crisis in marketing discipline has to a large extent centered around the lack of applicability of marketing theory to marketing practice. Basic tools and tenets of marketing management theory are being doubted and their relevance to modern business questioned.

The theoretical underpinnings of marketing thought are under an increasing threat and are often perceived as lacking any relevance to the modern business environment. The marketing plan, which ideally bridges the gap between theory (the marketing concept) and practice (the functions of marketing), receives much less attention in terms of its basic operability in the hands of the practitioner. Yet, arguably, this is exactly where a firm has the most difficulty. Many executives struggle to translate their strategic marketing plans into implementation effort. This book explores deeply into many of these issues and offers many ideas and insights to help executives to revisit the roots of marketing for refocus and renewal. Visit our free download page to read sample chapters.