Marketing’s Evolving Identity: Defining Our Future, Robert F. Lusch

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Marketing’s Evolving Identity: Defining Our Future, Robert F. Lusch My Argument:
To define its future, we have to know how it evolves. Marketing, in its different contexts, has been evolved from to-market, market(ing)-to, to the stage of market(ing)-with. In this paper, the author cites American Marketing Association’s (AMA’s) definition of marketing at different stages to exemplify the development of marketing. Obviously, the main idea of this paper would be author’s definition about marketing, with its focus and attention on concept of society, collaborative process, value, and stakeholders, that “Marketing is the adaptive process, in society and organizations, of collaborating to communicate, create, provide, and sustain value for customers through exchange relationships while meeting the needs of diverse stakeholders.” According to my personal experience and background of marketing, I believe the definition has pretty much covered the whole picture as well as the core value of marketing. However, it is the three elements, value, stakeholders, and collaborative process that impress me, because I believe those would be the keys that make marketing a comprehensive system. First of all, the author suggests that value should be marketing’s contribution to individual and societal value. According to my personal experience, I think it is very true. For example, manufacturers require order numbers to ensure their production reaches economic scale while customers expect to receive more reasonable price form the makers. And it is the marketing mechanism that connects both sides. Subsequently, customers who buy the product and satisfy with it would get higher utility and be loyal to the maker and its product. And then the maker could make more even better products to make the society a better place. Evidently, maybe not all but at least a part of it, marketing should not only take the credit from facilitating customers receive...
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