Detective work caught Saddam Hussein: marketing needs more of it

David Cowan

All marketing problems are particular. Yet marketers often rely on models of consumer behaviour that assume all markets are the same.

Detective work caught Saddam Hussein: marketing needs more of it

David Cowan Forensics

Donald Rumsfeld was openly amazed and becoming increasingly frustrated that after nearly eight months Saddam Hussein was still on the run. And we can see why. There were spy satellites positioned 22,300 miles above the earth to monitor mobile phone calls and instantly compare computerised profiles of the dictator's voice. Drones scanned potential hiding places with thermal probes and beamed back video pictures. Apache attack helicopters were configured to monitor fast moving convoys. But still he evaded his pursuers....

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