“Marketing Strategy in Play: Questioning to Create Difference” begins by explaining the significant role that marketing plays within an organization. This explanation leads into a discussion of what the marketer confronts in attempting to carry out his or her responsibilities, while recognizing that what is confronted on a daily basis is formative. Through this discussion, we reveal a better understanding of what marketing is actually about, and in the process, a new definition is offered.
Why another definition? We need to challenge how we think about marketing to expand upon this view—or to change it all together—so as to be more competitive. How we view marketing affects how we practice it and the means we consider to compete ...
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