Is marketing in safe hands

Malcolm McDonald

After a long and illustrious career of teaching, writing and consulting on marketing, Malcolm McDonald is retiring.

Is Marketing In Safe Hands?

Malcolm McDonaldCranfield School of Management

 

Every day we meet companies from industries suffering a slump and listen to their depressing 'strategies' for redundancies and for the downsizing of operations, research and marketing. The explanations given include the fear of war, an uncertain economy, over-regulation from the EU, socialist taxation, an inability to raise prices because of low inflation, a deflated stock market, the short-termism of investment analysts and all manner of other complaints too numerous to mention.

While such undeniable risks and uncertainties make business leaders' preoccupation with managing costs wholly understandable, such...

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