Lecture on Marketing and Harmonia

Introduction

• The world has 6 billion people with access to mobile phones but only 4.5 billion with access to toilets.
• Indicates a high number of telecommunications companies, phone makers, and marketers with successful campaigns.
• Misconception of marketers as manipulators; reality is that everyone engages in marketing.

Marketing Overview

• Marketing is widespread and not limited to professional marketers.
• Everyday activities involve marketing:
  • Posting selfies online
  • Choosing makeup
  • Deciding on dinners
• Nature example: Male peacock and a female bear.
• Importance of product packaging and brand positioning.

The Ethical Aspect of Marketing

• Reference to Philip Kotler's definition of marketing.
• Problems with current business ethics:
  • Overemphasis on growth and ignoring finite resources.
  • Negative externalities and societal inequalities.

Issues with Globalization

• Abuse of globalization resulting in toxic cocktail with marketing, capitalism, and consumerism.
• Example: Mass production outsourcing.

The Need for Harmonia

• Ancient Greeks understood contradictions and emphasized Harmony (Armonia).
• Modern society needs to reconcile contradictions in business and life.

Application of Harmonia Today

• Need to merge contradictions:
  • Humility and ambition
  • Art and Science
  • Short-term and long-term
  • Ethics and profits
  • Finance and ESG
  • Local and global
  • Human and Tech
• Importance of considering products that are harmonic by design.

Heroes and Superpowers

• Ancient heroes with superpowers as inspirations for today's marketers.
• Need for marketers to accept ambiguity and ambivalence.
• Financially successful, sustainable, and ethical products.

Vision for the Future

• Dream of a world where:
  • Marketers inspire harmonious products.
  • Marketing leads to value creation.
  • Marketing reconciles contradictions for the good of companies, customers, and the planet.
• Examples: Recycled materials in shoes, circular economy for tech devices, and cruelty-free luxury products.