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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 ...
The Evolution of Marketing in Renato Fiocca’s Scholarship and Thought
From industrial marketing to integrated communication, from B2B2C relationships to humanistic management, Renato Fiocca’s contributions have accompanied the evolution of marketing as a discipline focused on value creation. This article traces some key milestones in his scholarly work over time, accentuating his ability to combine theoretical rigor, managerial insight, and a forward-looking understanding ...