Aesthetics deals with beauty, art, enjoyment, sensory-emotional values, perception, and matters of taste and sentiment. • Logic deals with patterns of thinking that lead from true premises to true conclusions, originally developed in Ancient Greece. Beginning in the late 19th century, mathematicians such as Frege focused on a mathematical treatment of logic, and today the subject of logic has two broad divisions: mathematical logic (formal symbolic logic) and what is now called philosophical logic.
organizational structure and managerial mindset that leads to the organization responding quickly and cleverly. Within this book we question these sorts of assumptions and focus instead upon the ways in which the marketing planning process can be developed and managed effectively and strategically. We therefore attempt to inject a degree of rigour into the process, arguing that rapid change within the environment demands a more strategic approach rather than less. We have also introduced a considerable