Marketing – a fading meteor or brightest star in the firmament?
By Malcolm McDonald
Emeritus Professor, Cranfield University School of Management Chairman, Brand Finance
As a result of my experience as a judge for the IPA Effectiveness Awards in June 2010 and against the principles of best scholarly practice, I felt compelled to write a very personal comment on the state of marketing at the end of the first decade of the twenty-first century. I will start with the good news, move on to the bad news and then make a prognosis about the future of marketing.
In a paper...