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速了解工商管理各专业核心领域的师生来说，本丛书更是极具价值的戴书和参考资料。为了能及时反映国际上工商管理的研究成果，中国人民大学出版社今后将与Prentice Hall出版公司同步出版本丛书的其他最新内容并更新版本，使中国读者能借助本丛书，跟踪了解国际管理科学发展的最新动态。1997年8月PrefaceThe Essence series of books is aimed at the experienced practitionerand MBA rket.There is little need in this book to construct anelegant academic framework on which to build a superstructure asa more practical framework exists already in the minds of thereaders to whom this book and this series as a whole are targeted.Background detail and explanation are brief so as to concentrateysis on the in issues at the micro or company level,assessingalways the likelihood of change,the implications that change willbring and how best to respond to change.This is by no means adescriptive book.It does not set out to describe in detail what is heretoday.Instead,it focuses on the pressures that exist today and thatwill lead to a new tomorrow for both companies and for consumerssuch as ourselves.Perhaps,then,it is more of a 'rune'than a 'tome'!In outline,the book is simple to follow,being based around ninePs,one chapter being devoted to each but also pointing out theinteraction that exists between them.For too long those in rket-ing education have taught that there are only four Ps (product,place,promotion,price)and that all can be solved with the correctgical formulation by the supplier of these four P variables.Thiay be true of rkets where buyers and sellers are passive,butthese do not exist any more,if indeed they ever did.Customerstoday can no longer be dictated to,because they are more product-knowledgeable than at any time in the past and because they are thefocus of ever-increasing competitive actions to win them over.Thisis equally applicable when we consider entire country rkets.Allof the easy rkets are gone.Instead,we have growth limited to
