There are two central aspects present throughout all chapters. First, every method introduced has a strong market driven philosophy. They are intended to adjust the firm to consumer needs, considering the presence of competitors in their marketplace. More than just saying this, the book wants to show how it may be reflected when working with marketing and sales management, for instance. Secondly, another important characteristic that is present throughout all chapters is the firm seen as a network. Beginning with the first chapter, where this concept is introduced, to the last chapter, the network philosophy should open managers' eyes to potential joint marketing activities, as well as joint ventures and other types of contracts and partnerships in a world of firms' fuzzy boundaries.
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