Good marketing is no accident, but a result of careful
planning and execution using state-of-the-art tools and
techniques. It becomes both an art and a science as marketers
strive to find creative new solutions to often-complex
challenges amid profound changes in the 21st century
marketing environment. In this book, we describe how top
marketers balance discipline and imagination to address these
new marketing realities. In the first chapter, we lay the
foundation by reviewing important marketing concepts, tools,
frameworks, and issues.