Saturday, January 4, 2014

The future of Marketing

Creative Commons (BY NC CA) licence granted by the author(s)

By Yasir Siddiqui

Industrialization was concerned with the production of good as the primary source of economic growth and hence the marketing followed Goods dominant-logic (GDL). In other words, in GDL, “goods are embedded with value, produced away from the market or consumer, and sold through the manipulation of marketing-mix [(including advertising)] decisions that will maximize firm profit. Under this logic, the market and the customer are things to act upon: to segment, to target, to penetrate, to manipulate, and to control.” (Lusch et al., 2006) [i]