New marketing, new agency?

David Miln

David Miln considers a future based on a proper understanding of marketing – not being just ‘promotion’, but an integral part of a whole company’s ethos and organisation.

New Marketing, New Agency?

David Miln Results Business Consulting

During the 1960s it was fashionable for Institutes of Sales Management to change their name to Institutes of Marketing. Such changes presaged marketing today, described by Philip Kotler [1] recently as 'the decline of marketing from 4P's to one P' (ie Promotion). Jeremy Bullmore [2] was much more outspoken, if a little cynical, remarking 'in the context of management theory, marketing stands for a comprehensive operating discipline; in commercial practice, it's no more than a posh word for selling'.

Somewhere over the rainbow...

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