When products are still “common business”, company can succeed just by making products and supporting it through advertising and aggressive selling. This used to be called “Marketing”, and it is still what the society thinks. Unfortunately so many company leaders still think that marketing is ordering sales department to sell everything made by the company. This kind of thinking will ruin a company.
                                      
We must realize that n there is huge variety of products in each category. We must also realize that: customers have higher expectation in quality and service; customers have so many needs and combine them with price. Therefore, the successful company is the one that can satisfy and fulfill what the customers want.

This book provides management knowledge (what decision a marketing manager and top management should make), analytical approach (provide frame to analyze the same and continuous problems in marketing management), basic discipline perspective (economics, behavior, management theory, and mathematics), universal approach, and balanced.