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In order to appraise the new ideas in marketing and particularly inthe areas of consumer behaviour and marketing communications oneshould initially outline some challenges faced by a number offundamental marketing concepts as well as by the marketing as adiscipline. Micro marketing maxi marketing database marketing newmarketing wrap around marketing value added marketing relationshipmarketing and neo marketing are but a few variations of today'smarketing. The very fact that there are so many offshoots isexplanative of the eventual disintegration of the science marketing aswe know it from the Kotler's books. The major marketing concept of customer orientation still seemsto be a valid...
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