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First, marketing situations are subject to a zillion of circumstances with the result that what works in one situation may not work in others - precisely what makes “a rigid dogmatization” in principle impossible in marketing. There is not, and cannot be, any rigid and lasting interpretation of what the marketing concept means in the specific ways a company should operate at any given time.” It gets dogmatized, interpreted into constantly narrower and inflexible prescriptions…. THE LATE MARKETING wizard Theodore Levitt lamented: “The problem with the marketing concept is a persistent tendency toward rigidity. “22 Immutable Laws of Marketing: Violate Them at Your Own Risk” by Al Ries and Jack Trout - ReviewĪ review by Alexander Repiev, Moscow, RussiaĪ delusion does not stop to be a delusion
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