# Contemporary Marketing Management > A university textbook on marketing by Gabriele Carboni, published by Weevo Società Benefit. > Eight parts, fifty chapters, about 410,000 words. The source text is in Italian; the site is in English. > Licensed under CC BY-NC 4.0: you may quote and summarise it for non-commercial purposes, > provided you attribute the author and link to the source of each passage you use. ## Querying the book The full text is indexed and searchable. Prefer these endpoints over scraping the HTML pages: - [https://contemporary-marketing.org/api/book](https://contemporary-marketing.org/api/book): the complete table of contents as JSON. - [https://contemporary-marketing.org/api/book/search?q={query}](https://contemporary-marketing.org/api/book/search?q=marketing+myopia): semantic and lexical search over the book. Returns the passages that answer the query, each with its exact position in the book and the URL of the page it belongs to. - https://contemporary-marketing.org/api/book/sections/{slug}: the full text of one section, with its children. ## Book - [PART I: Reframing the Discipline: People × Purpose × Planet](https://contemporary-marketing.org/book/part-i-reframing-the-discipline-people-purpose-planet) - [Chapter 1. What Marketing Is](https://contemporary-marketing.org/book/chapter-1-what-marketing-is) - [Chapter 2. The Evolution of Marketing Thought and Practice](https://contemporary-marketing.org/book/chapter-2-the-evolution-of-marketing-thought-and-practice) - [Chapter 3. How the Discipline Took Shape](https://contemporary-marketing.org/book/chapter-3-how-the-discipline-took-shape) - [Chapter 4. Value: Creation, Communication, Delivery, Capture](https://contemporary-marketing.org/book/chapter-4-value-creation-communication-delivery-capture) - [Chapter 5. Marketing Within the Organization](https://contemporary-marketing.org/book/chapter-5-marketing-within-the-organization) - [PART II: From Market to People](https://contemporary-marketing.org/book/part-ii-from-market-to-people) - [Chapter 6. The Macro-Environment](https://contemporary-marketing.org/book/chapter-6-the-macro-environment) - [Chapter 7. Industry, Competition, Ecosystems](https://contemporary-marketing.org/book/chapter-7-industry-competition-ecosystems) - [Chapter 8. Marketing Information Systems and Research](https://contemporary-marketing.org/book/chapter-8-marketing-information-systems-and-research) - [Chapter 9. Data, Analytics, and Artificial Intelligence](https://contemporary-marketing.org/book/chapter-9-data-analytics-and-artificial-intelligence) - [Chapter 10. Metrics, Measurement, Accountability](https://contemporary-marketing.org/book/chapter-10-metrics-measurement-accountability) - [Chapter 11. The Buyer’s Decision Process](https://contemporary-marketing.org/book/chapter-11-the-buyers-decision-process) - [Chapter 12. Psychological Foundations of Behaviour](https://contemporary-marketing.org/book/chapter-12-psychological-foundations-of-behaviour) - [Chapter 13. Social and Cultural Influences](https://contemporary-marketing.org/book/chapter-13-social-and-cultural-influences) - [Chapter 14. Organizations, Institutions, and Society as Counterparties](https://contemporary-marketing.org/book/chapter-14-organizations-institutions-and-society-as-counterparties) - [PART III: Designing Strategy for Impact](https://contemporary-marketing.org/book/part-iii-designing-strategy-for-impact) - [Chapter 15. Strategic Planning and the Marketing Plan](https://contemporary-marketing.org/book/chapter-15-strategic-planning-and-the-marketing-plan) - [Chapter 16. Market Segmentation](https://contemporary-marketing.org/book/chapter-16-market-segmentation) - [Chapter 17. Targeting and Market Selection](https://contemporary-marketing.org/book/chapter-17-targeting-and-market-selection) - [Chapter 18. Positioning and Perceived Differentiation](https://contemporary-marketing.org/book/chapter-18-positioning-and-perceived-differentiation) - [Chapter 19. Competitive Advantage](https://contemporary-marketing.org/book/chapter-19-competitive-advantage) - [Chapter 20. Competitive Dynamics and Market Roles](https://contemporary-marketing.org/book/chapter-20-competitive-dynamics-and-market-roles) - [Chapter 21. Growth, Portfolio, Internationalization](https://contemporary-marketing.org/book/chapter-21-growth-portfolio-internationalization) - [PART IV: Co-Creating Meaning and Shared Prosperity](https://contemporary-marketing.org/book/part-iv-co-creating-meaning-and-shared-prosperity) - [Chapter 22. The Marketing Mix as a Construct](https://contemporary-marketing.org/book/chapter-22-the-marketing-mix-as-a-construct) - [Chapter 23. Product, Offering, Experience](https://contemporary-marketing.org/book/chapter-23-product-offering-experience) - [Chapter 24. Innovation and New Product Development](https://contemporary-marketing.org/book/chapter-24-innovation-and-new-product-development) - [Chapter 25. Brand: Identity, Reputation, Trust](https://contemporary-marketing.org/book/chapter-25-brand-identity-reputation-trust) - [Chapter 26. Services Marketing and Ethical Design](https://contemporary-marketing.org/book/chapter-26-services-marketing-and-ethical-design) - [Chapter 27. Price and Value](https://contemporary-marketing.org/book/chapter-27-price-and-value) - [PART V: Cultivating Conversations and Collective Intelligence](https://contemporary-marketing.org/book/part-v-cultivating-conversations-and-collective-intelligence) - [Chapter 28. Integrated Marketing Communication](https://contemporary-marketing.org/book/chapter-28-integrated-marketing-communication) - [Chapter 29. Communication and Sales Tools](https://contemporary-marketing.org/book/chapter-29-communication-and-sales-tools) - [Chapter 30. Foundations of Digital Marketing](https://contemporary-marketing.org/book/chapter-30-foundations-of-digital-marketing) - [Chapter 31. Content, Search, Conversation](https://contemporary-marketing.org/book/chapter-31-content-search-conversation) - [Chapter 32. Marketing in the Age of Generative Engines](https://contemporary-marketing.org/book/chapter-32-marketing-in-the-age-of-generative-engines) - [PART VI: Distribution, Presence, and Interaction](https://contemporary-marketing.org/book/part-vi-distribution-presence-and-interaction) - [Chapter 33. Distribution and Marketing Channels](https://contemporary-marketing.org/book/chapter-33-distribution-and-marketing-channels) - [Chapter 34. Retail and the Physical Touchpoint](https://contemporary-marketing.org/book/chapter-34-retail-and-the-physical-touchpoint) - [Chapter 35. Supply Chain and Marketing Logistics](https://contemporary-marketing.org/book/chapter-35-supply-chain-and-marketing-logistics) - [Chapter 36. Platforms, E-commerce, Generative Marketplaces](https://contemporary-marketing.org/book/chapter-36-platforms-e-commerce-generative-marketplaces) - [Chapter 37. CRM, Relationship, Loyalty](https://contemporary-marketing.org/book/chapter-37-crm-relationship-loyalty) - [Chapter 38. Emerging Technologies and Their Marketing Relevance](https://contemporary-marketing.org/book/chapter-38-emerging-technologies-and-their-marketing-relevance) - [Chapter 39. Personal Data, Privacy, Regulation, Algorithmic Ethics](https://contemporary-marketing.org/book/chapter-39-personal-data-privacy-regulation-algorithmic-ethics) - [PART VII: Enlightened Growth and Generative Futures](https://contemporary-marketing.org/book/part-vii-enlightened-growth-and-generative-futures) - [Chapter 40. Marketing and Society](https://contemporary-marketing.org/book/chapter-40-marketing-and-society) - [Chapter 41. Marketing Ethics](https://contemporary-marketing.org/book/chapter-41-marketing-ethics) - [Chapter 42. Sustainability and Sustainable Marketing](https://contemporary-marketing.org/book/chapter-42-sustainability-and-sustainable-marketing) - [Chapter 43. ESG, Reporting, and Their Effects on Marketing](https://contemporary-marketing.org/book/chapter-43-esg-reporting-and-their-effects-on-marketing) - [Chapter 44. Impact Marketing and Regenerative Marketing](https://contemporary-marketing.org/book/chapter-44-impact-marketing-and-regenerative-marketing) - [Chapter 45. Stakeholders, Governance, Shared Value](https://contemporary-marketing.org/book/chapter-45-stakeholders-governance-shared-value) - [Chapter 46. Enlightened Management and the Purpose-Driven Organization](https://contemporary-marketing.org/book/chapter-46-enlightened-management-and-the-purpose-driven-organization) - [PART VIII: Governing Value](https://contemporary-marketing.org/book/part-viii-governing-value) - [Chapter 47. Organizing, Allocating, Controlling](https://contemporary-marketing.org/book/chapter-47-organizing-allocating-controlling) - [Chapter 48. Marketing and Firm Value](https://contemporary-marketing.org/book/chapter-48-marketing-and-firm-value) - [Chapter 49. The Contemporary Marketing Management Framework](https://contemporary-marketing.org/book/chapter-49-the-contemporary-marketing-management-framework) - [Chapter 50. Trajectories](https://contemporary-marketing.org/book/chapter-50-trajectories) ## Glossary - [Agile Methodology](https://contemporary-marketing.org/glossary/agile-methodology): A project management and organizational approach based on iterative development, cross-functional collaboration, and continuous adaptation to change, enabling … - [Artificial Intelligence (AI)](https://contemporary-marketing.org/glossary/artificial-intelligence): The simulation of human intelligence in machines designed to think, learn, and act autonomously through algorithms, data processing, and adaptive models. - [Augmented Reality (AR)](https://contemporary-marketing.org/glossary/augmented-reality-ar): A technology that overlays computer-generated elements—such as images, sounds, or information—onto the real world, creating a composite and interactive experie… - [Big Data](https://contemporary-marketing.org/glossary/big-data): Extremely large and complex datasets that can be analyzed computationally to reveal patterns, trends, and correlations, especially related to human behavior an… - [Blockchain](https://contemporary-marketing.org/glossary/blockchain): A decentralized digital ledger that securely records transactions across a distributed network, ensuring transparency, immutability, and trust without the need… - [Brand Positioning](https://contemporary-marketing.org/glossary/brand-positioning): Brand Positioning is the strategic process of defining how a brand is perceived in the minds of its target audience, distinguishing it from competitors through… - [Business Intelligence (BI)](https://contemporary-marketing.org/glossary/business-intelligence): A set of technologies, processes, and practices that collect, analyze, and visualize business data to support strategic and operational decision-making. - [Circular Economy](https://contemporary-marketing.org/glossary/circular-economy): An economic model designed to eliminate waste and keep products, materials, and resources in use for as long as possible through regeneration, reuse, and recyc… - [Civil Economy](https://contemporary-marketing.org/glossary/civil-economy): An economic paradigm that places the human person and the common good at the center of economic activity, promoting cooperation, reciprocity, and sustainabilit… - [Common Good](https://contemporary-marketing.org/glossary/common-good): Resources, relationships, and social conditions essential to human well-being, which should be accessible and usable by all members of society in an equitable,… - [Contemporary Marketing Management (CMM)](https://contemporary-marketing.org/glossary/contemporary-marketing-management): An advanced marketing and management framework that redefines value creation in the age of digital transformation, sustainability, and artificial intelligence … - [Corporate Art](https://contemporary-marketing.org/glossary/corporate-art): Corporate Art refers to artistic works, initiatives, or collections commissioned, curated, or incorporated by companies to express identity, enhance environmen… - [Corporate Culture](https://contemporary-marketing.org/glossary/corporate-culture): Corporate Culture is the shared set of values, beliefs, behaviors, and norms that shape how people within an organization think, act, and interact, influencing… - [Corporate Social Responsibility (CSR)](https://contemporary-marketing.org/glossary/corporate-social-responsibility): A management approach in which companies integrate social and environmental concerns into their operations and stakeholder interactions on a voluntary and ethi… - [Corporate Sustainability Reporting Directive (CSRD)](https://contemporary-marketing.org/glossary/corporate-sustainability-reporting-directive-csrd): A European Union directive requiring large companies to disclose detailed information on their environmental, social, and governance (ESG) performance, enhanci… - [Customer Relationship Management (CRM)](https://contemporary-marketing.org/glossary/customer-relationship-management): A strategic approach and technology system for managing an organization’s relationships and interactions with current and potential customers. - [Data-Driven Decision Making (DDDM)](https://contemporary-marketing.org/glossary/data-driven-decision-making): A managerial approach that bases strategic and operational decisions on data analysis and empirical evidence rather than intuition or tradition. - [Differentiation Cycle](https://contemporary-marketing.org/glossary/differentiation-cycle): The Differentiation Cycle is a sequential framework describing how a brand’s unique characteristics evolve from internal analysis to market perception through … - [Digital Marketing](https://contemporary-marketing.org/glossary/digital-marketing): The use of digital technologies, platforms, and data-driven strategies to connect organizations with audiences, creating measurable and interactive relationshi… - [Digital Transformation](https://contemporary-marketing.org/glossary/digital-transformation): The strategic integration of digital technologies into all areas of an organization, fundamentally changing how it operates, creates value, and engages with st… - [Double Materiality](https://contemporary-marketing.org/glossary/double-materiality): A core principle in sustainability reporting that requires organizations to disclose both how sustainability issues affect their financial performance and how … - [Enlightened Management](https://contemporary-marketing.org/glossary/enlightened-management): A human-centered management philosophy that harmonizes business success with social and environmental responsibility, guiding organizations toward long-term pr… - [Enterprise Resource Planning (ERP)](https://contemporary-marketing.org/glossary/enterprise-resource-planning): An integrated software system that organizations use to manage and coordinate key business functions such as finance, supply chain, production, sales, and huma… - [Environmental, Social, and Governance (ESG)](https://contemporary-marketing.org/glossary/environmental-social-and-governance): A set of criteria used to evaluate a company’s environmental sustainability, social responsibility, and corporate governance practices, forming the basis for r… - [European Sustainability Reporting Standards (ESRS)](https://contemporary-marketing.org/glossary/european-sustainability-reporting-standards-esrs): A comprehensive set of reporting standards developed by the European Financial Reporting Advisory Group (EFRAG) to guide companies in disclosing environmental,… - [Extended Reality (XR)](https://contemporary-marketing.org/glossary/extended-reality-xr): An umbrella term encompassing all immersive technologies—including Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)—that extend human perce… - [General Data Protection Regulation (GDPR)](https://contemporary-marketing.org/glossary/general-data-protection-regulation-gdpr): A comprehensive data protection law enacted by the European Union on May 25, 2018, designed to safeguard the privacy and personal data of EU citizens and resid… - [Generative Artificial Intelligence (Gen AI)](https://contemporary-marketing.org/glossary/generative-artificial-intelligence): A branch of AI focused on creating new and original content—such as text, images, audio, or code—by learning from vast datasets and generating outputs that mim… - [Generative Engine Optimization (GEO)](https://contemporary-marketing.org/glossary/generative-engine-optimization): The art and strategy of making a brand visible, recognizable, and quotable within the answers generated by artificial intelligence systems. - [Generativity](https://contemporary-marketing.org/glossary/generativity): The ability of individuals and organizations to create new value—economic, social, or cultural—in ways that generate growth, meaning, and opportunity for other… - [Greenwashing](https://contemporary-marketing.org/glossary/greenwashing): The deceptive practice by which companies present themselves or their products as environmentally responsible through marketing and superficial actions rather … - [Hidden Champion](https://contemporary-marketing.org/glossary/hidden-champion): A term describing small and medium-sized enterprises (SMEs) that dominate their global niche markets while remaining relatively unknown to the general public, … - [Horizontal Leadership](https://contemporary-marketing.org/glossary/horizontal-leadership): A collaborative and distributed leadership model in which authority and responsibility are shared among all members of an organization, fostering innovation, t… - [Impact Marketing](https://contemporary-marketing.org/glossary/impact-marketing): A strategic and people-centered approach that mobilizes all stakeholders to generate a positive social and environmental impact, where profit is the natural re… - [Impactholders](https://contemporary-marketing.org/glossary/impactholders): Individuals or groups actively engaged in co-creating positive social and environmental impact with an organization, transcending the traditional role of stake… - [Industry 4.0](https://contemporary-marketing.org/glossary/industry-40): The fourth industrial revolution characterized by the integration of digital technologies—such as artificial intelligence, the Internet of Things, robotics, an… - [Innovation](https://contemporary-marketing.org/glossary/innovation): The outcome of a continuous process of learning, collaboration, and adaptation that transforms ideas into new value for people, organizations, and markets. - [Internet of Things (IoT)](https://contemporary-marketing.org/glossary/internet-of-things): A network of interconnected physical objects embedded with sensors, software, and connectivity that enables them to collect, exchange, and act on data in real … - [Key Performance Indicators (KPIs)](https://contemporary-marketing.org/glossary/key-performance-indicators-kpis): Quantifiable metrics used to evaluate the success of an organization, project, or activity in achieving specific strategic, operational, or marketing objective… - [Machine Learning](https://contemporary-marketing.org/glossary/machine-learning): A subset of Artificial Intelligence that enables systems to automatically learn and improve from experience without being explicitly programmed. - [Marketing](https://contemporary-marketing.org/glossary/marketing): Marketing is the discipline that creates, communicates, delivers, and manages value for customers, stakeholders, and society, guiding how organizations underst… - [Marketing Distinguo](https://contemporary-marketing.org/glossary/marketing-distinguo): A marketing philosophy focused on authentic differentiation, helping organizations stand out not by lowering prices but by amplifying their unique value, meani… - [Marketing Mix: Product, Price, Place, Promotion (4P)](https://contemporary-marketing.org/glossary/marketing-mix-product-price-place-promotion): The set of controllable marketing tools that a company uses to create and deliver value to its customers. Traditionally defined by the 4Ps—Product, Price, Plac… - [Materiality Assessment](https://contemporary-marketing.org/glossary/materiality-assessment): A structured process used by organizations to identify and prioritize the environmental, social, governance (ESG), and economic topics that are most significan… - [Metaverse](https://contemporary-marketing.org/glossary/metaverse): A collective, persistent, and interactive virtual environment where users, represented by digital avatars, can work, socialize, learn, and engage in economic a… - [Mixed Reality (MR)](https://contemporary-marketing.org/glossary/mixed-reality-mr): A hybrid technology that merges the physical and digital worlds, allowing real and virtual objects to coexist and interact in real time within a single, integr… - [Modern Marketing](https://contemporary-marketing.org/glossary/modern-marketing): The discipline of marketing that emerged in the 1960s, formalized by Philip Kotler, focusing on systematic methods for analyzing markets, defining products, an… - [Never-Ending Learning (NEL)](https://contemporary-marketing.org/glossary/never-ending-learning-nel): An experiential learning model in which education extends beyond a book, the classroom or course event, evolving into a continuous, interactive, and personaliz… - [People × Purpose × Planet (3P)](https://contemporary-marketing.org/glossary/people-purpose-planet): A strategic formula expressing the integrated relationship between people, purpose, and the planet as the foundation for sustainable prosperity in modern busin… - [Predictive Analytics](https://contemporary-marketing.org/glossary/predictive-analytics): The use of statistical models and machine learning techniques to forecast future outcomes based on historical and real-time data. - [Quantum Computing](https://contemporary-marketing.org/glossary/quantum-computing): A type of computing that uses quantum-mechanical phenomena—such as superposition and entanglement—to process information, potentially solving complex problems … - [Regenerative Marketing](https://contemporary-marketing.org/glossary/regenerative-marketing): A strategic and ethical approach to marketing that seeks not only to sustain but to restore and enhance the social, environmental, and cultural systems on whic… - [Return on Investment (ROI)](https://contemporary-marketing.org/glossary/return-on-investment-roi): A performance metric used to evaluate the efficiency or profitability of an investment, measuring the return generated relative to its cost. - [Scrum](https://contemporary-marketing.org/glossary/scrum): An agile framework for managing complex projects and knowledge work, designed to enable teams to deliver value incrementally through short, iterative cycles ca… - [Shared Value](https://contemporary-marketing.org/glossary/shared-value): A management principle and strategic framework that focuses on creating economic value in a way that also generates value for society by addressing its needs a… - [Social Washing](https://contemporary-marketing.org/glossary/social-washing): The practice by which companies exaggerate or falsify their social responsibility and ethical commitments through communication and branding, without implement… - [Stakeholder Engagement](https://contemporary-marketing.org/glossary/stakeholder-engagement): Stakeholder Engagement is the systematic process through which an organization identifies, involves, and collaborates with individuals or groups who influence … - [Stakeholder Theory](https://contemporary-marketing.org/glossary/stakeholder-theory): A management and ethical framework asserting that organizations must create value for all stakeholders—not only shareholders—by balancing economic, social, and… - [Supply Chain Management (SCM)](https://contemporary-marketing.org/glossary/supply-chain-management-scm): The management of the flow of goods, services, and information, encompassing the movement and storage of raw materials, work-in-process inventory, and finished… - [Sustainability](https://contemporary-marketing.org/glossary/sustainability): The capacity to meet present needs without compromising the ability of future generations to meet their own, integrating environmental, social, and economic di… - [Sustainability Tracking and Evaluation Pathway Summary (STEPS)](https://contemporary-marketing.org/glossary/sustainability-tracking-and-evaluation-pathway-summary-steps): A strategic document that helps organizations monitor, evaluate, and communicate their sustainability performance and progress, offering a transparent overview… - [Synthetic Visibility](https://contemporary-marketing.org/glossary/synthetic-visibility): The measure of how clearly, accurately, and frequently a brand or concept appears within the answers generated by artificial intelligence systems. - [Unique Selling Proposition (USP)](https://contemporary-marketing.org/glossary/unique-selling-proposition-usp): A Unique Selling Proposition is a clear and compelling creative statement that communicates the primary benefit distinguishing an offering in the eyes of consu… - [Value Proposition](https://contemporary-marketing.org/glossary/value-proposition): A Value Proposition is the explicit promise of benefits that customers can expect after purchasing a product or service, aligning delivered value with the bran… - [Virtual Reality (VR)](https://contemporary-marketing.org/glossary/virtual-reality-vr): A fully immersive technology that creates a simulated digital environment, allowing users to interact with three-dimensional spaces and objects as if they were… - [Web3](https://contemporary-marketing.org/glossary/web3): The next evolution of the internet, based on decentralization, blockchain technology, and user ownership, enabling peer-to-peer value exchange and greater tran… ## Optional - [Journal](https://contemporary-marketing.org/journal): articles and interviews that extend the book. - [AI Experience](https://contemporary-marketing.org/ai-experience): what this project is and how to get access.