Marketing is, by definition an adaptive process where the needs of someone who is buying and someone who is trying to sell merge in a process that requires following both.
The unicist logical approach to marketing is a process that defines the active selling actions following the synchronicity of the buying-decision process, which allows minimizing the effort to influence potential buyers while optimizing results.
The unicist adaptive marketing process requires integrating both the active selling process with the “receptive” buying-decision processes that establish the limits of the possibilities of ethical marketing actions.
The unicist double dialectical approach allows integrating the synchronicity of actions based on the nature of the buying decision process, which always includes the different shapes adopted by the “desire-duty-convenience” stages.
On the other extreme, the dualistic approach to marketing is based on the use of active selling actions and substituting the consideration of the buying-decision processes, with the exertion of power, which adopts all the shapes that are needed to “force” a buying decision. That is why dualistic marketing processes necessarily stimulate, in the short or long run, the use of manipulative actions in order to influence buyers.
NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. http://www.unicist.org