By David Meer
Admap, January '06
(excerpt)

In my view, the quickest win for the marketing profession would be to shed its legacy mythologies and get serious about developing a set of empirically based principles to guide decision-making. If successful, this effort would reduce the pressure the marketing function feels to justify its existence, and instead would provide a solid foundation for coping with the challenges of a world that’s changing faster than our ability to measure and analyse it. At a minimum, it would counter one of the most damaging accusations levelled at marketing: that we don’t know what we’re talking about.

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