Chapter 1Marketing and the Corporate Purpose
Nothing in business is so remarkable as the conflicting variety of success formulas offered by its numerous practitioners and professors. And if, in the case of practitioners, they're not exactly "formulas," they are explanations of "how we did it," implying with firm control over any fleeting tendencies toward modesty that "that's how you
ought to do it." Practitioners, filled with pride and money, turn themselves into prescriptive philosophers, filled mostly with hot air.
Professors, on the other hand, know better than to deal merely in explanations. We traffic...