Principle of Marketing

Introduction

This focus, of course, will come at a cost; that of 'apparent' realism. We say apparent because what people often call the 'real world' of marketing is also an apparent reality. Practitioners and many business school courses tend to lack rigor, and they claim that models and principles are never able to capture the complexities and the multi-dimensional nature of the marketing framework. This may be true only to the extent that 'models' or theoretical understanding can never tell you how to do your job as a marketing manager or consultant. Indeed, when one enters the world of work, ...