Chapter 3 The marketing battleground – past, present and future

‘Battleground’ sounds a bit violent. Marketing’s always been a bit adversarial but as times have got so much tougher we shouldn’t understate just how rough the competition is. The call for brilliance in marketing to help give a competitive edge is really intense. There’s a book by Howard Stevenson called Do Lunch or Be Lunch. There isn’t time for lunch today. We are all trying too hard to survive.

Welcome to the past

Nearly 100 years ago Henry Ford said:

‘History is more or less bunk. It’s tradition. We don’t want tradition. We want to live in the present, and the only history that is worth a tinker’s damn is the history that we make today.’ ...

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