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Godfather Marketing: A New Approach with Risks and Rewards
According to the prevailing academic definition, the strategic goal of marketing is to "create value" for both the firm and consumers (cf. Gundlach and Wilkie, 2009), where "value" is understood as something that is objectively beneficial to both parties. However, it could be argued that the ultimate purpose of firms is to sell products, while for consumers it is to fulfill their needs – needs that ...
Marketing, Quo Vadis?
Artificial intelligence is redefining marketing tools, processes, and skills, raising profound questions about the future role of the discipline. Starting from this scenario, a perspective is proposed that enhances the evolutionary resilience of marketing and reaffirms its strategic centrality. Indeed, marketing remains essential as a builder of trust, a generator of differentiation, and a guide to ...