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Epilogue

In: Empathetic Marketing

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  • Mark Ingwer

Abstract

We live in a time of rapid change and economic unease. Reacting slowly to the new challenges of the marketplace and sticking to business as usual, particularly in regards to how we view consumers, does not help. While many may say the most important issue for any business is to create revenue—we disagree. It is to create and sustain loyal customers. To treat people as mere consumers and transactors is an untenable perspective in this dynamic climate. Despite the cyclical nature of business trends and buzz, there’s one constant in the marketplace: the unchanging, core emotional needs of all people. In most every circumstance, from relationships to the grocery store aisle, the needs rise to the forefront of our emotional lives and our motivations.

Suggested Citation

  • Mark Ingwer, 2012. "Epilogue," Palgrave Macmillan Books, in: Empathetic Marketing, pages 207-223, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51200-0_10
    DOI: 10.1007/978-1-137-51200-0_10
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