Best Practice: Marketing in the now

Attempts to forecast sales and customer behaviour are mired in both the past and the mythical future.

Marketing In The Now

Peter WellsandCorrina FoxNilewide

Effective marketing should lead to a steady stream of profits. Consequently, it is to be expected that marketing departments spend huge amounts of time planning their future activities. Similarly, brand equity (by any definition) concerns future cash flows, and it seems obvious that marketing should look at and learn from the way financial institutions value companies based on future cash flows.

Our view of the future, however, is still primarily influenced by the past. In fact, most of marketing's tools are based on the past. Market research is based on...

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