Strategic Marketing
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| Marketing is the most misunderstood discipline in business. I have said this in classrooms, in boardrooms, in public lectures, and in conversations with executives who have spent decades | |
| Marketing is the most misunderstood discipline in business. I have said this in classrooms, in boardrooms, in public lectures, and in conversations with executives who have spent decades in organisations that called themselves market-oriented without ever genuinely becoming so. I say it again here, at the opening of this book, because the misunderstanding is not a minor inconvenience. It is a source of institutional failure, strategic drift, and wasted organisational energy on a scale that is difficult to quantify but impossible to ignore once you have seen it operate across enough contexts. |
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