Marketing
From MhWiki
Marketing is building relationships between an enterprise and its participants. When done well, consumers and engaged and invest a portion of themselves in the enterprise to advance its mission. We'll be building this section of our wiki soon.
View all Marketing pages at Category:Marketing.
Contents |
Our Approach
Driving Questions
Core Concepts
Frameworks, Toolsets, and Resources
ATRALA
Since the 1960's, marketing thinking has been dominated by the 4 Ps of Marketing, an approach that says, "we have something to sell, so how do we get people to buy it?" Other approaches to marketing are consumer-centered beginning with the market's need and then designing offerings to meet those needs. Both these models have their uses and their limitations.
Kurt Linder, MuddyHudson strategist, has outlined the ATRALA process to describe a more relational, conversational mode of marketing that would best suit Authentic Marketing models, especially in transactions where mutual growth and transformation of both consumer and producer are desired.
