The sorcerer's apprentice? Alchemy, seduction and confusion in modern marketing

Adapted from the author's inaugural lecture on becoming professor of Services Marketing at Middlesex University Business School in May 2001.

The Sorcerer's Apprentice? Alchemy, Seduction and Confusion in Modern Marketing

Karin NewmanMiddlesex University

Introduction

You may be familiar with the legend of the sorcerer's apprentice. Left to his own devices while the sorcerer was away, the young...