1. Introducing tomorrow's marketing

1.1 Fields covered

According to Philip Kotler , whose landmark book in the late 1960s laid the foundations for marketing in the late 20th century, marketing is "all human activities aimed at facilitating and effecting exchange", including all theories of market knowledge, as well as all theories of action aimed at optimizing exchange.

Classically, the concept of marketing is also positioned at the intersection of customer satisfaction and corporate satisfaction.

Today, in order to cover the whole of this subject, we must, following Joseph Schumpeter , ask ourselves the question of the nature of what is exchanged, of the renewal of old objects by truly innovative creations. More specifically, then,...