ABSTRACT
This conclusion presents some closing thoughts on the concepts discussed in the preceding chapters of this book. The book emphasizes that there is nothing mystical about marketing, but that a set of disciplines exist which enables groups of people to understand a company's markets and how they work, so that they may then decide what course of action to take in a given business situation. Since people's basic behavior patterns hardly change and marketing is founded upon people's behavior, it follows that there is very little that is new in marketing, and if a man thoroughly understands people and their motivations he will make a good marketing man. Such a man can follow his instinct without going far wrong, but instinct is inarticulate and is difficult to communicate to others. The book deals with some of the techniques which a small company with limited resources might deploy to further its business and marketing aims.
