This book series will focus on the broader contributions of marketing to
the firm and to society at large. It takes a focus more consistent with the
original reasons the marketing discipline was founded, the creation of efficient
systems through with societies provision themselves and match supply with the needs of a diverse market. First, it looks at the contribution of marketing to the firm,or more broadly, to the organization (recognizing that marketing plays a role in not-for-profit organizations, governments, and other organization, in addition to for-profit commercial businesses). Marketing plays a pivotal and unique role in the creation and management of intangible assets such as brands, customer lists and customer loyalty, trademarks, copyrights, patents, and specialized knowledge.