Framing the landscape

January 2008
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p22
The article focuses on the function of marketing. The author argues that the function of marketing is not only about generating demand, it also exists to discover unmet needs and let development know what supply or new or enhanced offerings would meet with the greatest demand. Particular attention is given to the five genres of authenticity that companies use to appeal to new consumer sensibility. Featured genres of authenticity include natural, original, exceptional, referential, and influential. Questions that would assist customer authenticity are also provided.


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