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.

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