Outstanding marketers have many titles and come from diverse backgrounds. The best marketers are exceptional learners. They are curious, systematic, adaptive, urgent, inspirational, mostly joyful, and love measuring results of activities.
Unfortunately, there are also many marketers who are pretenders. The pretenders will tell you that they know what to do rather than sharing their plan. The pretenders won’t create a system to get customer feedback and measure activities. The pretenders reduce the success of new product launches. They also tarnish the reputation of the marketing discipline because while they call their work marketing, their work lacks the rigor and success rate of thoughtful, professional marketing. The pretenders ...
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