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The Basic Idea Of Marketing

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Evolution is defined as a process of continuous change from a lower, simpler, or worse to a higher, more complex, or better state (http://www.merriam-webster.com/dictionary/evolution).

“The Only Thing That Is Constant Is Change” - Heraclitus.

These are the simplest ways to describe marketing, which continuously evolve and keep changing. The basic idea of marketing is to convey an idea. Unlike a mathematical question, which has a definitive solution and answer, there is no correct answer to the marketing question – “what is the best and effective way to convey an idea”.

The three paradigms discussed here can be summarized as below,
Paradigm Aim Theory Method
Cognitive Mental process Information Processing Model Individual self-reporting technique
Behavioral Modify behavior Respondent conditioning Observing the customers
Cultural Understand context Consumer cultural theory Ethnography

All the case studies discussed in this course. Hanes, Coke, Starbucks and Google, encompass all of the above. None following a single paradigm or strategy that helped them evolve from a brand to an icon. They all resonated with the mood of the user; their ideas got passed on thus becoming part of the culture; they tied themselves to the key social changes as culture grew.
The super paradigm that I can take away from this is how these three can be used in tandem over time to be successful rather than trying to come up with a different paradigm altogether. For any brand to be successful I can
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