The dark side of marketing

By definition, marketing is the science of making certain people habitually do something that somebody else wants them to do, such as buying a specific brand every time; it is the art of ingraining habits. Marketing is attracting attention, arousing interest; it is persuasion, awakening desire, convincing, gaining confidence; marketing is strategic positioning and maintaining […]

El lado oculto del marketing

Por definición marketing es la ciencia de hacer que determinadas personas hagan algo que a alguien le interesa que hagan, como comprar un producto de una empresa determinada de forma habitual; vamos, el arte de instaurar hábitos. El marketing es llamar la atención, es despertar interés, es persuasión, es fomentar deseo, es convencer, es generar […]

‘Southeasterners’

A few days ago, I was having a casual conversation about ‘el sector’, which is how people in this area refer to the agricultural industry in the southern Spanish regions of Almería, Granada and Murcia, whose citizens could be called “southeasterners”. Once again the same old story came up: how lucky our sector is to […]

Los «suresteños»

Hace unos días en una conversación informal hablábamos sobre “el sector”, que es el término con el que las personas implicadas en este negocio nos referimos al sector productivo hortofrutícola ubicado básicamente en las provincias de Almería, Granada y Murcia, geográficamente en el sureste español, y cuyos ciudadanos podrían denominarse “suresteños”. En esa conversación, como […]

Pardon me for being a cooperative

In a normal business forum, it is common for people from large corporations or businesses to hear with regreat that you represent a cooperative. It’s logical, they say, to be a large private company, an “Investor Oriented Firm” (IOF), that assumes great risks and makes quick decisions. Cooperatives are considered to be the clumsy cousins […]