Future marketing: dialectics of post-industrial development

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Abstract:

We have wondered if the current forms of marketing could survive beyond the industrial era, and apply Hegel's dialectics to investigate the pathways of marketing development. We argue that marketing evolution goes through three general phases – impairment, enrichment, and transcendence – to materialise the future. These phases match Hegel's thesis, anti-thesis, and synthesis. We envision that marketing “sublation” (i.e. transcendence beyond thesis-antithesis dialectics) will occur within the following four dimensions: marketing identity, value creation, interactivity, and environmental impact. Our discussion outlines the thesis, anti-thesis, and transcendence in each case.
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