Rishad Tobaccowala Pays a Wake-Up Call on 4A's Transformation Gathering
Geoffrey Precourt Warc
Here's Rishad Tobaccowala's dilemma: "Why do we feel so bad if we're supposed to feel so good?"
In an address before the 2010 4A's Transformation, he queried at the same time, "Why is it so tough and how do we keep abreast of all these changes?"
The answers to both questions, he suggested, tracks back to Philip Kotler's book, the author of Marketing Management, who provided Tobaccowala with a definition of marketing when he arrived in the U.S. from India. "'Marketing is meeting...