Modifying reality: marketing for the 22-super-nd century

Gabriel H. De La Paz

Journal of Global Scholars of Marketing Science, 2014, vol. 24, issue 3, 246-261

Abstract: Philosophy and philosophers are useful in making the calls and answering the big questions that, in the end, create the path for all mankind to follow. One of the great falsehoods is the belief that everything we produce is neither good nor evil - that evil resides rather in the person who uses them. Marketing is a powerful tool that can change the behavior of people and eventually allow us to change reality. So, it is worthwhile to think about the way we use it and not just behave as a sorcerer's apprentice, using it in the short term without asking the big questions: what is marketing; why does it work; what should we do with it"? This article analyzes what marketing has been up to this point through reviewing the contributions of each of the schools of thought, digging into the history of marketing schools and analyzing it chronologically. To answer the question "why does it work", the article briefly presents a general theory of marketing that explains it as a complex phenomenon that emerges in society when you create and communicate value propositions. To answer the question "what should we do with it", the author questions some of the practices of marketing, the exchange and needs. Finally it proposes a marketing that is ecologically sustainable: one that integrates us with rather than separates us from nature.

Date: 2014
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DOI: 10.1080/21639159.2014.911493

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