The modern economic world is characterized by a vast number of different
customer requirements, products, and variations of products, as well as
ideas, meanings, opinions, and arguments. Marketing activities are
nowadays embedded in a complex world characterized by a multitude of
interdependencies and interrelations between different stakeholders and
interest groups. Hitherto, economic systems, and above all marketing
strategies, strive to separate concerns in order to control the whole.
The development of autonomous and stand-alone marketing concepts in the
past reflects this paradigm. To cope with the global and networked
conditions of the presence, suitable strategies have to be designed
which are able to manage the requirements of transitional relationships.
The combination of transverse reason and the open society as well as the
conceptual transfer to the field of marketing leads to the concept of
reason-oriented marketing. The generic character of reason-oriented
marketing is enabled by methodical patterns which presents solutions to
selected aspects of the marketing process. These patterns constitute
generic blueprints for sample solutions that can be systematically
arranged to design a strategic implementation of reasonable thinking
within the marketing process. The patterns consider particularly the
relationships and interactions between the interest groups of the macro
environment, by integrating: -the perception and recognition of needs,
interests, and requirements of the macro environment. -the association
and combination of different rational aspects to form a holistic
viewpoint on the totality of arguments and opinions. -the foresight in
terms of future impacts and consequences of marketing decisions and
instruments. -the principles of criticism and discourse to enable a
dialog between the involved stakeholders and interest groups. -the
ability to change perspectives systematically within the entirety of
rational aspects. -the management of transitions
