Abstract
In the Handbook of Marketology (HOM), the foundations (volume 1) and practices (volume 2) of marketology have been reviewed and explored in a comprehensive and integrative manner. The key subjects and issues of Principles of Marketology, Volume 1: Theory are practiced using Marketology in Practice (MIP). The key subjects and issues of Principles of Marketology, Volume 2: Practice are practiced by reviewing the MIP elements used within chapters. It is concluded that the hyper-function of marketology assists the accomplishment of business competitive/sustainable success (SCS/SSS) by supporting market-related decisions and actions throughout the enterprises by providing market DIKII and IGDEE services relying on marketology organizational architecture (MOA) including marketology organizational design (MOD), marketology organizational behavior (MOB), and marketology organizational contribution (MOC).
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Aghazadeh, H. (2017). Handbook of Marketology (HOM). In: Principles of Marketology, Volume 2. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54833-7_6
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DOI: https://doi.org/10.1057/978-1-137-54833-7_6
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Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-137-57980-5
Online ISBN: 978-1-137-54833-7
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