By Bernard Cova, Olivier Badot & Ampelio Bucci

BEYOND MARKETING, IN PRAISE OF SOCIETING

This paper aims at contributing to the general discussion of the evolution of marketing by proposing a comprehensive list of all the so-called Marketing panacea which have cropped up in the past twenty years, and then determining the underlying logical underpinning for each of these panaceas. Whereas certain authors propose to reform marketing by dropping the suffix 'ing' and to concentrate on the 'market', we decided to take the opposite direction, and maintain that it is necessary to keep the suffix 'ing' and to get rid of the word market, as the focus of that new form of Marketing is no longer the Market. We then suggest the term 'societing'.