Facing an ever-increasing multiplicity of marketingoptions, business owners, managers, and marketingexecutives seek orientation: Which strategy isappropriate, which method is most promising? - Theauthor suggests a new plausible marketing paradigmbased on the ancient Chinese taostic understanding ofnature from which the wu xing model originates:Marketing as a system of cyclic effects among theCUSTOMER-, PRODUCT-, PROVIDER-, BRAND-, andMARKET-elements. Communications among these isillustrated by numerous practical examples, making itclear that communications conveys meaning and valueswhich are often contradictory; any effect has itscounter-effect. Complexity bears opportunities,especially when our reasoning goes beyond theprinciple of mono-causality. In marketing,traditional Asian thought may well merge with modernwestern business ethics. Buddhistic and taoisticideas may inspire responsible marketing. Practicingmindfulness can help to observe, comprehend andperform marketing in a...
