Introduction

Abstract

The main idea of this book is to coin “marketology” as the market-related theoretical basis and practical solution to businesses by which they can make more effective, intelligent, and insightful decisions (strategic, tactical, and operational) and take more efficient actions on dealing with the market, delivering superior value to key stakeholders than their competitors, and capturing satisfactory value sustainably. In brief, marketology supports enterprises in achieving persistent success in business performance management through market-related decisions, strategization, and operation. The book Principles of Marketology is arranged in two volumes: volume 1, Theory, and volume 2, Practice.