Acknowledgements
This book tries to present new ideas as well as organizing existing ideas in a new framework, with many examples.
Among the authors I am indebted to, special credit should be given to Philip Kotler and Ravi Singh, who pioneered the field with their classic article ‘Marketing Warfare in the 1980s’, featured in the Journal of Business Strategy (Winter, 1981). Professor Kotler laid the foundations to support this book’s further advancements.
It is hoped that the reader will benefit from both.
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