“As the complexity of markets is too great for any individual to understand, intermediaries and interpreters who concentrate on a limited number of the markets’ core features are needed. Their work, which bridges the gap between the subsystems of markets and corporations, is generally called marketing. Marketing tries to process information on markets and translate it into a language that corporations can use to steer their activities. It is about reconciling the imperatives of production with the needs and desires of customers. The agency of consumers generates insecurity among marketers, who have to develop methods to overcome information asymmetries. This task calls for professional, even scientific expertise, as well as special instruments and institutions”
http://www.amazon.com/Marketing-Market-Research-Worlds-Consumption/dp/0230341…
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