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Commentary: Princely thoughts on Machiavelli, marketing and management

Michael J. Thomas (Department of Marketing, University of Strathclyde, Glasgow, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 2000

Abstract

Machiavelli is too often and quite wrongly impugned. Rather than being the master of intrigue, he should be valued as the first political scientist. He deduced what brought political success. The gist of his advice to the Prince is that loyalty, winning it, inculcating it, is the key to success. The paper will attempt to show why loyalty is the key to success in marketing, and that capitalism will fail unless it retains the loyalty of customers and of its many potential stakeholders.

Keywords

Citation

Thomas, M.J. (2000), "Commentary: Princely thoughts on Machiavelli, marketing and management", European Journal of Marketing, Vol. 34 No. 5/6, pp. 524-537. https://doi.org/10.1108/03090560010321901

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited