Wu Xing Marketing
- Editore:
VDM Verlag
- EAN:
9783639071672
- ISBN:
3639071670
- Pagine:
- 152
- Formato:
- Paperback
- Lingua:
- Tedesco
Descrizione Wu Xing Marketing
Facing an ever-increasing multiplicity of marketing options, business owners, managers, and marketing executives seek orientation: Which strategy is appropriate, which method is most promising? - The author suggests a new plausible marketing paradigm based on the ancient Chinese taostic understanding of nature from which the wu xing model originates: Marketing as a system of cyclic effects among the CUSTOMER-, PRODUCT-, PROVIDER-, BRAND-, and MARKET-elements. Communications among these is illustrated by numerous practical examples, making it clear that communications conveys meaning and values which are often contradictory; any effect has its counter-effect. Complexity bears opportunities, especially when our reasoning goes beyond the principle of mono-causality. In marketing, traditional Asian thought may well merge with modern western business ethics. Buddhistic and taoistic ideas may inspire responsible marketing. Practicing mindfulness can help to observe, comprehend and perform marketing in a sustainable manner - creating the conditions today for tomorrow's success.
