Marketing gurus and fads: approach with caution!

John Dawes

John Dawes pulls the rug on marketing gurus. He argues that many consultants and speakers present an idea as a wonder solution, when it is merely a list of adjectives, a repackaging of old ideas, or an unfounded connection between a particular strategy and corporate success.

marketing gurus and fads

Approach with caution!

John Dawes University of South Australia

Marketing abounds with 'fads' which overpromise and underdeliver. Yet these ideas are easy to fall for. Here is some advice to help spot what is wrong, and separate good ideas from overhyped fads.

Gurus

Marketing is rife with successful 'gurus' who attract fame and fortune from dispensing advice for money. Their success is no indicator of the quality of their ideas. Usually their advice centres around a new 'strategy' like CRM, ambush marketing or guerrilla marketing that will:

  • lead ...

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