Abstract
The article is intended to show that marketing, as the spearhead of firms’ development in the markets, is the privilegiate “visible hand” of managers, which aim to fight and beat competition to gain market domination. But competition is total, not only in commercial markets but also in financial and employment ones. The more open the economy, the more firms and individuals are induced to struggle for market power, and a political analysis, based on the study of players’ respective powers, proves useful to understand how firms can manage balanced powers between their main stakeholders and to point out some regrettable consequences resulting at the macromarketing level.