Modifying reality: marketing for the 22nd century
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Philosophy and philosophers are useful in making the calls and answering the bigquestions that, in the end, create the path for all mankind to follow. One of the greatfalsehoods is the belief that everything we produce is neither good nor evil – that evilresides rather in the person who uses them. Marketing is a powerful tool that canchange the behavior of people and eventually allow us to change reality. So, it isworthwhile to think about the way we use it and not just behave as a sorcerer’sapprentice, using it in the short term without asking the big questions: what ismarketing; why does it work; what should we do with it”? This article analyzes whatmarketing has been up to this point through reviewing the contributions of each of theschools of thought, digging into the history of marketing schools and analyzing itchronologically. To answer the question “why does it work”, the article briefly presentsa general theory of marketing that explains it as a complex phenomenon that emerges insociety when you create and communicate value propositions. To answer the question“what should we do with it”, the author questions some of the practices of marketing,the exchange and needs. Finally it proposes a marketing that is ecologicallysustainable: one that integrates us with rather than separates us from nature.
Abstract
Philosophy and philosophers are useful in making the calls and answering the bigquestions that, in the end, create the path for all mankind to follow. One of the greatfalsehoods is the belief that everything we produce is neither good nor evil – that evilresides rather in the person who uses them. Marketing is a powerful tool that canchange the behavior of people and eventually allow us to change reality. So, it isworthwhile to think about the way we use it and not just behave as a sorcerer’sapprentice, using it in the short term without asking the big questions: what ismarketing; why does it work; what should we do with it”? This article analyzes whatmarketing has been up to this point through reviewing the contributions of each of theschools of thought, digging into the history of marketing schools and analyzing itchronologically. To answer the question “why does it work”, the article briefly presentsa general theory of marketing that explains it as a complex phenomenon that emerges insociety when you create and communicate value propositions. To answer the question“what should we do with it”, the author questions some of the practices of marketing,the exchange and needs. Finally it proposes a marketing that is ecologicallysustainable: one that integrates us with rather than separates us from nature.
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