Chapter 2

Thinking and Difference

In chapter 1, marketing was defined as involving a particular type of thinking pragmatically oriented toward increasing the success of an organization. It’s a way of thinking through difference to create differences through others for the benefit of an organization. Accordingly, the marketer is the organization’s professional marketplace differentiator, whose responsibility is understanding the nature of difference and developing meaningful differences on behalf of the organization, allowing it to achieve its objectives.

Figure 2.1. The question.

But what does this way of thinking actually look like? What does ...

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