For most people, the journey into the world of marketing starts on the wrong foot: with the misleading proposition that marketing is the process of communicating value to consumers, thereby satisfying their needs and wants.
For Schulich Marketing Professor Markus Giesler, marketing is not the art of satisfying consumers. It’s the art of assembling markets. Is this why some of the world’s most successful companies are adopting his breakthrough approach? A journey into the world of market systems.