The Value of Marketing: A Critical Issue

Marketing is about values.


Jessica was frustrated. For the first time since she was appointed as the chief marketing officer (CMO) of Midwest Brewing Company (MBC), she was feeling unsure about what she had been doing. Sipping from her coffee mug imprinted with the MBC logo, she could not help thinking about what had happened earlier this morning in the executive conference room. It was just last year that she had personally redesigned the company logo printed on the coffee mug; now she was wondering whether she should continue to work at MBC.

MBC was among the fast-growing brewing companies ...

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