Resolving marketing's current challenges with an alternative perspective

What is it about?

The article scrutnizes the assumption underlying current marketing thought adn suggested that marketing as a phenomenon should be the foundation of marketing research andpractice. The article suggest that as a phenomenon marketing is to make organizatins meaningful to customers and other stkeholders, such that these become attracted to the orgnization and its offerings (products, services, informatione, ideas, etc.). and not reject them. Attraction leads to favorable responsed and actions.

Featured Image

Why is it important?

Because marketing is considered to have serious problems both as a academic descipline and a business practice, finding a new and relavant perspective on which to base marketing research and practice is both extremenly imporant and timely.

Perspectives