Positive Marketing - A New Meaning of Solution
Positive Marketing - A New Meaning of Solution

Summary/Abstract: Marketing as a philosophy, is based on thinking about the business in terms of customer's needs and their satisfaction. The leading question of the marketer is: "What is the need - or what can be the need - of a customer (potential or existing one)?" The word "need" implies that it is about something that is missing and therefore comes from a negative paradigm or a negative context. Positive Psychology approaches suggest that focusing on the "bad" aspects can at best, from a basic point of view, reduce or even eliminate the phenomena.Coming from a consciousness of abundance, a new paradigm is offered, based on the Solution-Focused approach - originally developed by Steve de Shazer in the late seventies, in the field of brief therapy. Generating a fundamental and an essential positive way of thinking in marketing, means exploring new territories of life - territories where the new solution is what is offered to the customer that is neither contingent nor linked to any problem. The new meaning of solution is a state - situation or product - with no problem attached to. Generating a positive way of thinking in marketing means working based on a solution that has no problem attached to it. Several implications on the positive marketing process are discussed.

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