Closing the Credibilty Gap
'Marketing is in bad shape.' So begins a recent book by no less an authority than Philip Kotler of the Kellogg School of Management, perhaps the world's best-known marketing expert (1). His diagnosis echoes much of...
Closing the credibility gap
David Meer, partner in the New York office of management consultancy, Marakon, believes that marketing's current credibility problems stem from the lack of a cogent theory explaining customer buying behaviour and how to influence it.
