Why it’s essential to put the ‘market’ back into marketing

Radical changes in consumer behaviour, sparked by the economic crisis, have created a need to ‘reboot’ established approaches to marketing.

Why it's essential to put the 'market' back into marketing

Scott Thomson and Dr Alex Bentley

Since last year's seismic collapse of financial markets, there has been an audible rustle of head-scratching by economists who didn't see it coming.

The unforeseen...

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