Discussion on legal structured and governance

Open value network pedagogical slideshow

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The future of Marketing

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By Yasir Siddiqui

Industrialization was concerned with the production of good as the primary source of economic growth and hence the marketing followed Goods dominant-logic (GDL). In other words, in GDL, “goods are embedded with value, produced away from the market or consumer, and sold through the manipulation of marketing-mix [(including advertising)] decisions that will maximize firm profit. Under this logic, the market and the customer are things to act upon: to segment, to target, to penetrate, to manipulate, and to control.” (Lusch et al., 2006) [i]