Marketing Above the Noise

Introduction

“Marketing today has changed almost beyond recognition.”

“Today’s marketing bears no resemblance to what was done previously.”

“Technology has totally reinvented marketing.”

“Do we even need marketing and marketers anymore?”

The business press and blogs are full of these kinds of headlines about marketing in the twenty-first century. No wonder today’s marketers are unsettled! All of this chaos is enough to make marketing professionals seriously question their career choice.

I’ve been involved with virtually all aspects of marketing over the past thirty years in agencies, corporations, and nonprofits, and as a consultant. During that time, I’ve seen marketing from just about every angle imaginable. I’ve seen initiatives that worked ...