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.

Closing the Credibilty Gap

David Meer

'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...