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Ours is a very young profession: when the first edition of the
Instrument Engineers’ Handbook (IEH) came out, Marks’
Mechanical Engineers’ Handbook was in its fifth edition, and
Perry’s Chemical Engineers’ Handbook was in its sixth!
Now, as we are starting to work on the fourth edition of the
IEH, we are already in a new millenium. But while our
profession is young, we are also unique and special.
These three developments—globalization, technological advances, and deregulation—
spell endless opportunities. But what is marketing and what does it have to do
with these issues?
Marketing deals with identifying and meeting human and social needs. One of
the shortest definitions of marketing is “meeting needs profitably.
ing departments, these companies stretch their limited resources, live close to their customers,
and create more satisfying solutions to customers’ needs. They form buyers
clubs, use creative public relations, and focus on delivering quality products to win
long-term customer loyalty. It seems that not all marketing must follow the P&G model.
In fact, we can distinguish three stages through which marketing practice might
The eleventh edition welcomes the new Millenium.
Progress in basic and clinical hepatology remains exponential.
Since 1997, the advances have been wideranging,
with those in molecular and cellular biology,
and in diagnosis and treatment, leading the way. In a
world in which information technology gives all too
ready access to individual publications, the eleventh
edition sets the new within established knowledge and