The Myth Of The Firm

Why marketing doesn't really matter ... much ... yet.

By Andy Havens

From what I've observed, most firms would be better off if they scrapped their marketing plans, projects, budgets and staffs completely. Save the money and spend it on summer associate swag, the holiday party, better seats at sporting events — whatever. Why? Because marketing relies on something that many firms seem content to do without — purpose.

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