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.

Reimagines marketing with businesses acting as mafia families emphasizing honour, loyalty, and mutual benefits Addresses modern challenges offering practical strategies for businesses to foster trust and loyalty Critically examines the mafia model to draw valuable marketing and governance lessons

Autorentext

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.

Inhalt

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.