Introduction<br > Life is lived forward but understood backward.<br > Kierkegaard<br >So many changes are occurring in marketing today that executives<br >often find it difficult to sort out the real ducks from the decoys.<br >Which are the crucial lasting issues， and which are passing fads?<br >Which developments must be responded to， learned， and mas-<br >tered? We live in a time of unprecedented market uncertainty; the<br >order of the day is often disorder. What does a company that<br >see~ marketing leadership need to know--and do?<br > "I hj~ book explores the larger issues that any marketing-<br >driven corporation should look at and act upon. "Marketing" is<br >J~aeant in ~he largest sense of the marketing mission--the business<br >of oentelemg the corporation s efforts around customer needs， so<br >tb~t customers bond to the company， continuing to buy at a<br >profit ~o the company， in mutually satisfying long-term value<br >~chal，.ges In this respect， marketing is everyone s job， not just those<br >with marketing titles on their doors. Marketing is an orientation， not an<br >organization.<br > C， lum~es<br >The marketing landscape is changing on many levels. On a mega<br >level， new trading blocs and market structures are emerging in<br >Europe， along the Pacific rim， and in the North American Free<br >Trade Zont:. Mergers and acquisitions， which are taking place at<br >
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