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Viewing report
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Wu Xing Marketing. Edition No. 1
VDM Publishing House, Aug 2008, Pages: 152
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.
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