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Why Marketers Don't Market: Rethinking Offensive and Defensive Archetypes

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Through a re-evaluation of the nature, purpose and semantic identity of both 'offensive' and 'defensive' marketing, this paper questions the marketers' commitment to an evolved reading of the marketing concept. In order to completely satisfy a customer organisations must focus equally on expectations and perceptions, and on value both pre- and post-purchase. To what extent do, or indeed can, marketers impact each last entity; and if governance is problematic, to what extent can marketing sustain its claim to customerfocused virtue? Is it time to re-imagine marketing as the paradoxical conflation of opposing ideals and, if so, should marketers learn to relish each, abandon market orientated fudge, and work hard to establish both promotion and performance as dual, complementary but contrasting objectives?
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Keywords: CUSTOMER VALUE; DEFENSIVE MARKETING; MARKETING CONCEPT; OFFENSIVE MARKETING; QUALITY; VIRTUE

Document Type: Research Article

Publication date: 2004-06-01

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