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－From Products to Customers to the Human Spirit
／ Philip Kotler
3) The Age of Globalization Paradox and Cultural Marketing
Globalization is indeed full of paradoxes. We can
list at least three macro paradoxes that arise as a
result of globalization. First, while democracy is
finding more global roots, the new , nondemocratic
superpower, China, grows in power...
Despite the growing influence of democracy in the
world, the cash-rich nation proves that capitalism does
not require democracy. Globalization may open up the
economy but not the politics. The political landscape
remains national. This is the political paradox of
Second, globalization calls for economic integration
but does not create equal economies. Economically,
globalization appears to hurt as many countries as it
helps.Even within the same nation, unequal wealth
distribution exists. This is the economic paradox of
Third, globalization creates not a uniform but a
diverse culture... Globalization creates universal global
culture while at the same time strengthens traditional
culture as a counterbalance. This is the socio-cultural
paradox of globalization, which has the most direct
impact on individuals or consumers.
4) Spiritual / Human spirit marketing
Like creative people, companies should think about
their self-actualization beyond material objectives,
They must understand what they are and why they are
in business. They should know what they want to become.
All these should be incorporate mission, vision, and
values. Profit will result from consumers’appreciation
of these companies’ contributions to human well-being.
5) Shift to Human Spirit
We began to recognize that the emotional component
of the human psyche was being neglected.
Targeting the mind is no longer enough.
Marketers should slso target the hearts of consumers.
↑Thank You for One Click
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