Marketing - a fading meteor or brightest star in the firmament?

One of the judges for the IPA Effectiveness Awards 2010, Malcolm McDonald, gives his opinion on the state of marketing in 2010.

Marketing – a fading meteor or brightest star in the firmament?

By Malcolm McDonald

Emeritus Professor, Cranfield University School of Management Chairman, Brand Finance

As a result of my experience as a judge for the IPA Effectiveness Awards in June 2010 and against the principles of best scholarly practice, I felt compelled to write a very personal comment on the state of marketing at the end of the first decade of the twenty-first century. I will start with the good news, move on to the bad news and then make a prognosis about the future of marketing.

In a paper...

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