Productive Marketing : Allocating $600 Billion per Year to Shared Value Creation

This paper draws concepts from the book The Mind Share Market: The Power of an Alternative Currency, by the same author. The worldwide advertising market, scoped at approximately $600 Billion in spend per year, includes the display of advertising to generate sales. This paper outlines a different approach already used in parts of the high-tech industry to deliver autarky value to customers before any transaction occurs. Re-allocating resources to productive marketing has the potential to shift this spend that carries no standalone value (until customers purchase) to a dual model that delivers value at the pre-sales cycle. Productive marketing is the missing side of Michael Porter's concept of Shared Value