The traditional “go-to-market” approach we’ve used for the past 100 years is about building a product and taking it to market based on a customer value-proposition.
Because the business is built on the volume of its transactions, the business does not focus on long-term community relationships.
In fact, it is often at odds with community aspirations, and must play “nice” by being a good corporate citizen – via CSR, public relations, and cause-marketing.
In issue after issue, the data is clear: deep-trust organizations outperform low-trust organizations. Total return to shareholders in deep-trust organizations is almost three times higher than the return in low trust organizations.
Our research agenda begins by exploring local, community-based initiatives to develop practical knowledge on regenerative marketing – principles, frameworks, emerging practices, and case studies – from around the world.
“The Fundamentals of Airport Marketing” – Natale Chieppa, Giovanni Scalia, and Philip Kotler (The Marketing Journal)
“Does Marketing Need Curtailment for the Sake of Sustainability?” – Philip Kotler (The Marketing Journal)