American Marketing Association Philadelphia - Answers in Action™

Be Willing to Gamble on a Radical Idea

The need to be proactive—to “disrupt before you are disrupted”—is a common theme among management and consulting gurus. The reality, however, is very different. All strategic moves are, to a degree, reactive. Without change in the environment forcing management to react—rethink, modify and adapt their strategies—companies have no incentive to…

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What Makes Marketing Strategic?

Everyone in the corporate world today wants to be considered “strategic”—especially marketers. To that effect, some leading Fortune 500 companies have renamed their marketing functions “strategic marketing.” This is especially popular with the consumer product industry and the MBA-laden leading brands. The only problem is that it doesn’t make the…

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