ABSTRACT
The reader of this book has been made aware of the complexities of marketing. This is because marketing first and foremost is concerned with behavior and human behavior is like a good detective story; it makes sense when understood but prediction of outcomes is never certain. The social science approaches and other techniques discussed here can reduce risk but do not ensure success. What the best in marketing bring to the study of their markets, over and above concepts and techniques, are insight, creativity, and experience: insight to target what is key; creativity in finding solutions that are sought; and experience to make it all happen hopefully at a profit.
