January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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MARKETING CAN STILL RELY ON THE TRADITIONAL PURCHASE FUNNEL
Willie Sutton was a bank robber in 1930s and ’40s America. He escaped from prison twice and was sent down for the final time in 1952 [1]. It has been estimated that he stole $2 million during his career, which would be around $20 million in today’s money [2]. When asked by a reporter why he robbed banks, Willie Sutton is famously alleged to have replied, ‘Because that’s where the money is’ [3].
Similarly, enterprises have always had to ensure that they are present in the places frequented by their customers and prospects because ‘that’s where the money is’. Before the world of digital communications, people did not have a lot of access to information. Without the means to ...
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