How marketing has lost the plot

This is the first of a two-part article based on the author’s forthcoming book LISTEN! A Call to Revolution by Marketers.

How marketing has lost the plot

Hugh DavidsonThe Marketing Society

I started in marketing 50 years ago, joining Procter & Gamble in 1959, the year The Marketing Society was founded. When I finished writing Offensive Marketing1 a bit later, I saw the book as a challenge for marketers to raise their game to Procter & Gamble and Johnson & Johnson level.

It is a challenge that, 50 years later, most marketers have failed to meet. The gap between the best and the rest has narrowed, but remains wide. A few, like Wal-Mart, FedEx, PepsiCo, Toyota and...

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