04297nam a22005415i 4500 978-3-031-69011-2 DE-He213 20251030113106.0 cr nn 008mamaa 240926s2024 sz | s |||| 0|eng d 9783031690112 978-3-031-69011-2 10.1007/978-3-031-69011-2 doi HF5410-5417.5 KJS bicssc BUS043000 bisacsh KJS thema Guido, Gianluigi. author. aut http://id.loc.gov/vocabulary/relators/aut 85027 Godfather Marketing [electronic resource] : Prophecies for the Markets of the Future / by Gianluigi Guido. 1st ed. 2024. Cham : Springer Nature Switzerland : Imprint: Palgrave Macmillan, 2024. IX, 184 p. 1 illus. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Palgrave Studies in Marketing, Organizations and Society, 2661-8621 1. Introduction -- FRIENDS OF OUR FRIENDS -- Part I: The mafia attitude The nature of Godfather Marketing -- 2. Mafia marketing -- 3. What is meant by mafia -- 4. A matter of values -- Part II: Because you’re mine The scope of Godfather Marketing -- 5. An offer you can’t refuse -- 6. The pursuit of money and power -- 7. The credibility of the firm -- Part III: Oh, do me the favor! The object of Godfather Marketing -- 8. With a little help from my friends -- 9. And now, pay me! -- 10. The precious gift of friendship -- Part IV: Family affairs -- The network of Godfather Marketing -- 11. A hierarchy of power -- 12. Family dynamics -- 13. Clans vs. clubs. In a landscape marked by uncertainties stemming from global instability, societal fragmentation, and rapid technological advancements, consumers will be seeking immediate satisfaction for their vital needs and desires. To address this issue, firms will be called upon to grant favors even before selling products, offering solutions to consumers in exchange for their unwavering loyalty. This compelling book presents a unique and provocative new vision of future markets, where firms evolve into organizations reminiscent of “mafia families” stripped of criminal connotations, establishing relationships with their customers based on satisfaction, reciprocation, recognition of merit, and punishment of wrongdoing. In a “Credibility Economy”, where the quality of information supersedes its quantity, especially with the development of AI, this approach gives firms a competitive edge through the creation of a trusted network grounded in a code of honor. Godfather Marketing offers an engaging, accessible, and fresh perspective on marketing, where readers will discover unique insights on consumer behavior and market dynamics, highlighting how they can benefit the broader community, provided appropriate measures are taken to safeguard personal freedom. Gianluigi Guido (Ph.D., University of Cambridge) is Full Professor of Marketing at the Department of Economic Sciences, University of Salento, Lecce, Italy. With Palgrave Macmillan, he coauthored Sustainable Luxury Brands: Evidence from Research and Implications for Managers (2017), featuring an Introduction by P. Kotler and R. Bagozzi. Marketing. 521 Customer relations Management. 68690 Communication in organizations. 60034 Marketing. 521 Customer Relationship Management. 68691 Corporate Communication. 70634 SpringerLink (Online service) Springer Nature eBook Printed edition: 9783031690105 Printed edition: 9783031690129 Printed edition: 9783031690136 Palgrave Studies in Marketing, Organizations and Society, 2661-8621 81466 https://doi.org/10.1007/978-3-031-69011-2 ZDB-2-BUM ZDB-2-SXBM 63720 63720