If there is one great unknown, or better yet, a misunderstood acquaintance in Greece, it is Marketing (MKT), not only as a science but also as an economic function, at both the business and macroeconomic levels.

By MKT, we do not mean the random, occasional, or partial, but rather the scientific, ongoing, and comprehensive MKT, which includes ideology, methodology, policies, techniques, and practice. In this sense, MKT is utilized only by a few pockets of our mixed economy.

I believe it is time for these pockets to multiply rapidly so that, in the end, MKT is adopted and implemented by all productive entities in Greece. I advocate for this because it is well-known how dramatically the environment within which these entities operate has changed.

This book is a small contribution to the significant effort of spreading MKT in Greece. It is mainly addressed to those studying the science of organization and management of businesses.

During the writing of this book, two main problems were identified: the lack of relevant Greek literature on the subject and the disagreement among the authors on how to translate several English terms into Greek. The first problem was addressed by utilizing foreign literature. The second was resolved by including the foreign terms in parentheses.

[Excerpt from the text of the preface]