No one who achieves success does so without acknowledging the help of others. The wise and confident acknowledge this help with gratitude.
—Alfred North Whitehead
I hope that this book accurately and usefully translates many great ideas from the philosophy of science into the language of marketing. Developing my background knowledge in this field in order to write the book was certainly a journey for me. On this journey—to paraphrase Sir Isaac Newton—I stood on the shoulders of giants. Many friends guided my way. You will read about the giants in the book. My friends, I acknowledge below.
The initial idea for my book came from my publisher’s editor for their Marketing Strategy and Consumer Behavior Collection, Dr. Naresh K. ...
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