Acknowledgments
Melvin Prince: I must convey my sincere thanks to the series editor Naresh Malhotra. Fortunately, his creative marketing imagination and intense passion for intellectual innovation inspired this timely and authoritative volume. His observations and guidance at the very outset substantially enhanced the work. We have aimed to exceed expectations of excellence expected by this illustrious series editor.
Our heartfelt appreciation must be expressed to George S. Day, the originator of the market sensing concept and its application to marketing strategy. As a prodigious author and influential marketing scholar he has graced this book with his insightful and informed preface.
Special thanks are extended to the invisible college of experts ...
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