WHAT CAN MARKETERS LEARN FROM PHILOSOPHERS? THE PHILOSOPHY OF MARKET RELATIONS AND MARKETING FROM PLATO TO THE PRESENT DAY

Neviana Krasteva and Aleksey Potebnya ()
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Aleksey Potebnya: Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski

Yearbook of the Faculty of Economics and Business Administration, Sofia University, 2023, vol. 22, issue 1, 77-91

Abstract: One of the age-old aspirations of people is to understand how we think about certain things and experiences and thus to influence or learn from these motivations that can inspire future generations of marketers to use them as "principles" in their next strategic portfolio or marketing innovation. These principles are guided by fear, regret, joy and happiness, or something as simple as FoMo. There are many reasons why we do what we do, and marketers are paid a lot of money to answer exactly that "why" and "what" we do as consumers, people and trendsetters. The purpose of this article is to clarify what marketers can learn from philosophers, from Plato's existing knowledge of thinking about market relations and marketing to the subsequent development of concepts of marketing relationships with consumers. The method includes an interdisciplinary review of the literature. To better understand the history leading up to the marketing concept, we first look at the history and evolution of the marketing concept and philosophy, based on Plato's work based on two of his most influential works, The Republic (also known as The State). “, Written around 375 BC) and "Laws" - from the later works of the philosopher. The main finding is that Plato considers the market system not only useful but also necessary for a prosperous society. Then the marketing concept and philosophy and some misconceptions about it are discussed. This article fills the gap in the literature by looking at the marketing system through a philosophical prism based on an interdisciplinary approach.

Keywords: marketing system; Plato; marketing thought; marketing philosophy. (search for similar items in EconPapers)
Date: 2023
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