Adventures in Misplaced Marketing : Praeger : 9781567203523 : 1567203523 : 30 Sep 2001 : The modern marketing concept, with its focus on creating consumer satisfaction, makes marketing seem beyond reproach. Instead of its successes and failures, Rotfeld focuses on the uses, and frequent abuses, of marketing analysis. His book--a collection of clearly observed and forceful case studies drawn from his personal research and study--deals with the pragmatic realities of marketing and its limitations. He argues that marketing can only serve consumer predispositions. It cannot guarantee satisfaction. When marketers lose sight of this, they actually ignore their market. Rotfeld takes the unusual approach of providing a fundamental view of the relationship between marketing and its customers. He shows what can happen when that relationship is misperceived or its implications are mistaken. Marketing gets misplaced. For marketing practitioners and academics, his book is a unique study of how mark