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various goals and values. Building partnerships and sharing hearts are at the core of the paradigm. TPM balances oriental harmony with western ef ciency. We discuss the activities of to-do for marketers in TPM (Table 9) in the following.
First, marketers should look further in the planning horizon and deeper in the consumers’ hearts. Marketing goals should be derived from the company mission. Consumer needs should be viewed and evaluated from the perspective of delivering
for the other. It is a tough challenge for marketers to find the golden mean.
Marketers implementing TPM may need to change the ways of thinking in many ways. The pro t-centered mind sets have to be changed into consumer-centered mind sets. They should accept that marketing is about earning people. Also, they should be accustomed to the harmonizing viewpoints instead of simplifying. They should be oriented toward including people as heart sharing partners. The partnering strategies should be
To-Do’s
Descriptions
Have long-term perspectives
Look deeper and further in determining mission-driven goals and understanding consumer purposes
Manage heart-oriented culture
Deliver happiness to employees and make it your competitive advantage
Deliver grati cation and gratitude
Pour your hearts into marketing
Truly understand women and aged consumers Earn consumers as true partners
Reinforce true partnerships with your partnering consumers
Continue delivering grati cation and gratitude to your partners
Manage experiences that is personal, contextual, social, episodic, and addictive
Harmonize hearts with ef ciency
Make harmonious decisions with holistic and multidimensional perspective Invest in others-oriented goals contributing to making the world a better place
Table 9. List of To-Do’s for marketers of true partnership marketing
happiness. Consistent marketing strategies build trust and help managing true partnerships. Long- term evaluation criteria should also be included
in the evaluation of marketing performance.
Next, the scope of warm partnerships should be expanded to include consumers. Making social contribution together with consumers can enrich the partnerships. Understanding women consumers and older generation consumers becomes more important than ever. Marketing of experiences balancing consumers’ right and left brains would
be important skills for marketers. Regular face-to- face meeting with partners is a necessity in order to share heart. Third, to deliver happiness to partners, employees should be happy. The organizational culture of sharing hearts would be the main sources of competitive advantage. To achieve this, personnel management of selection, education, motivation and evaluation of employees should be associated with the delivery of happiness to partnering consumers. Many Korean firms encourage their employees to participate in social contribution activities. More companies would do the same under the TPM. Fourth, marketers should be able to generate gratification or gratitude. Managing meaningfulness is at the core of gratification and gratitude. Fifth, managing experiences is becoming more important than ever. Lastly, marketers need to harmonize the hearts with efficiency. One should not be sacrificed
inclusive rather than exclusive. They should regard consumers as whole human beings rather than as passive markets.
In this article, we discussed True Partnership Marketing paradigm that focuses on earning consumers as partners, reinforcing true partnerships with them, and enriching the partnership by contributing to social values together. We de ned marketing that delivers happiness to consumers. Also, we introduced concepts such as heart, grati cation, and gratitude. Furthermore, we suggested characteristics of experiences and
their implications for marketers. The frameworks and concepts can be bases for further academic studies. Studies are needed to empirically show the roles of grati cation and gratitude in delivering happiness and in managing experiences.
Endnotes
1. This statement is based on my memory of reading a manuscript in the Ph.D. seminar in 1981 at Northwestern University. The manuscript was “Humanistic Marketing,” written by Philip Kotler.
2. This episode was adapted from an online news article “Marketing report of Mr. Jang’s 11 year old boy” written by Jang, J. (2011).
References
1. Bagozzi, R. P. (2005). Socializing marketing. Marketing- Journal of Research and Management, 101-110. (Quoted a sentence indirectly from Varey 2010, p.113.)
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