Marketing: the trade with the hole in the middle?

Jeremy Bullmore

As marketing grew into a discrete discipline in the 1970s, it became divorced from the thing being marketed.

Marketing: the trade with a hole in the middle?

Jeremy Bullmore

About 45 years ago, I used to come away from top-level client meetings with a sense of deep despair. 'When will they ever learn?' I'd ask myself. 'Never,' I'd reply morosely.

But I was wrong. They not only learned – but, like many late converts, they allowed their new enlightenment to run away with them. Now, to my considerable surprise, I look back on those very same meetings with affection and respect.

Let me describe one of those meetings to you. From the client side, there would be the...

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