Godfather Marketing

Prophecies for the Markets of the Future
2024
ISBN: 978-3-031-69010-5
Verlag: Springer Nature Switzerland

Buch, Englisch, 184 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 373 g

Reihe: Palgrave Studies in Marketing, Organizations and Society

In a landscape marked by uncertainties stemming from global instability, societal fragmentation, and rapid technological advancements, consumers will be seeking immediate satisfaction for their vital needs and desires. To address this issue, firms will be called upon to grant favors even before selling products, offering solutions to consumers in exchange for their unwavering loyalty.

This compelling book presents a unique and provocative new vision of future markets, where firms evolve into organizations reminiscent of “mafia families” stripped of criminal connotations, establishing relationships with their customers based on satisfaction, reciprocation, recognition of merit, and punishment of wrongdoing. In a “Credibility Economy”, where the quality of information supersedes its quantity, especially with the development of AI, this approach gives firms a competitive edge through the creation of a trusted network grounded in a code of honor.

offers an engaging, accessible, and fresh perspective on marketing, where readers will discover unique insights on consumer behavior and market dynamics, highlighting how they can benefit the broader community, provided appropriate measures are taken to safeguard personal freedom.

Zielgruppe

Research

Autoren/Hrsg.

Guido, Gianluigi

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation

Inhaltsverzeichnis

1. Introduction.- FRIENDS OF OUR FRIENDS.- Part I: The mafia attitude The nature of Godfather Marketing.- 2. Mafia marketing.- 3. What is meant by mafia.- 4. A matter of values.- Part II: Because you’re mine The scope of Godfather Marketing.-  5. An offer you can’t refuse.- 6. The pursuit of money and power.- 7. The credibility of the firm.- Part III: Oh, do me the favor! The object of Godfather Marketing.- 8. With a little help from my friends.- 9. And now, pay me!.- 10. The precious gift of friendship.- Part IV: Family affairs.- The network of Godfather Marketing.- 11. A hierarchy of power.- 12. Family dynamics.- 13. Clans vs. clubs.

Über Autor(innen)

Gianluigi Guido (Ph.D., University of Cambridge) is Full Professor of Marketing at the Department of Economic Sciences, University of Salento, Lecce, Italy. With Palgrave Macmillan, he coauthored (2017), featuring an Introduction by P. Kotler and R. Bagozzi.