Markeruing

Markeruing is a term coined by the marketing strategist Seth Godin to describe the practice of using marketing techniques to influence consumer behavior in a way that benefits the marketer rather than the consumer. The term is a portmanteau of "marketing" and "maneuvering," reflecting the strategic and often manipulative nature of the practice.

Markeruing can take many forms, including the use of psychological tactics to create a sense of urgency or scarcity, the manipulation of product descriptions to highlight desirable features while downplaying less attractive ones, and the exploitation of consumer emotions to drive sales. It is often criticized for its deceptive nature and the potential to create a sense of dissatisfaction or disappointment in consumers.

Proponents of markeruing argue that it is a necessary part of the marketing landscape, as it allows businesses to compete effectively in a crowded market. However, critics contend that it can lead to a consumer culture that is driven by desire rather than need, and that it can erode trust between consumers and businesses.

In recent years, there has been a growing movement among consumers and businesses to move away from markeruing and towards more ethical and transparent marketing practices. This shift is often referred to as "authentic marketing" or "honest marketing," and it emphasizes the importance of building trust and creating meaningful connections with consumers.