Good marketers know the score
Abstract
Purpose
The purpose of this paper is to offer a rejoinder to Michael Thomas's Viewpoint, “The malpractice of marketing management”.
Design/methodology/approach
The paper offers a “comradely counterpoint” to Thomas's Viewpoint, discussing such topics as consumer sovereignty, marketing ethics, advertising, consumerism, distribution of wealth, and postmodernism.
Findings
Although Thomas warns that “management” does not necessarily mean “good management” or even “honest management”, and can be “mismanagement” in practice, the contention here is that successful marketers and marketing institutions have already absorbed the message, embraced the notion, and taken the steps.
Originality/value
The paper sets a welcome precedent: the right of any reader to pen a rejoinder to viewpoint commentaries.
Keywords
Citation
McDonald, M. (2006), "Good marketers know the score", Marketing Intelligence & Planning, Vol. 24 No. 2, pp. 102-105. https://doi.org/10.1108/02634500610653964
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited