Who are the marketing experts - Calle's Carnival of Consumer Marketing, November 3, 2006

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What a great question! Today's marketing experts are those lucky enough to ride the crest of the wave (i.e.: Starbucks or Nike) during a company's rapid growth phase - they are deemed "experts" when they are actually just in the right place at the right time and along for the ride. Is this an inflamatory statement? Not if you consider that once the business has become a mature earnings entity, these experts are unable to get the brand past the intersection of target audience and product benefit to resume rapid growth - so they chase consumer ears and eyeballs wherever they can be found.

David, what a great piece! A must read.

David Maister presents Who are the Marketing Experts in Professional Businesses? posted at Passion, People and Principles.

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