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The Problem With Direct Response Marketing
There are many today who advocate direct response marketing to the exclusion of other marketing channels. These are very silly people. The problem isn’t that direct response marketing (which I define...
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Why Women Are The Superior Marketing Sex
When I teach the brand management elective to MBA students, we explore case studies of companies getting it right and wrong. One of the most common observations that keeps coming up has nothing to do...
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The Deeper Role Of Marketing
Having spent much of my career as a marketing professional in a marketing driven company, Hallmark Cards, and having spent many of those years in a division entitled Product Discovery &...
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The Rising Influence Of Marketers
The reason why companies have worked photocopy business plans for so long is because they never thought to work any other way. It just seemed too risky. The rise and rise of producer nations, in the...
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Reversing The Decline Of Marketing’s Role
Marketing needs a new business purpose. Without a new business purpose, marketing will have no purpose. Instead of a profession, marketing has become a trade: the trade of managing and executing...
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