Marketing gurus and fads: approach with caution!

John Dawes pulls the rug on marketing gurus. He argues that many consultants and speakers present an idea as a wonder solution, when it is merely a list of adjectives, a repackaging of old ideas, or an unfounded connection between a particular strategy and corporate success.

marketing gurus and fads

Approach with caution!

John Dawes University of South Australia

Marketing abounds with 'fads' which overpromise and underdeliver. Yet these ideas are easy to fall for. Here is some advice to help spot what is wrong, and separate...