Dangerous illusions

  • Johnson M
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Abstract

Marketing is joining finance, human resources and manufacturing as departments rife with illusions, especially concerning their ability to give consumers what they want. Instead, marketers need to confront their illusions and start focusing on the customer. According to Jean-Claude Larreche, a professor at INSEAD, there is a huge, self-created and self-perpetuating illusion which is coming to a boil in many companies - assuming they can do all the things they say they can do is an illusion, and the potential for fooling themselves is considerable. Many marketing concepts are actually based on the wrong attitudes and the wrong beliefs. Larreche recommends that companies take a look at his marketing illusion checklist

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Authors

  • Mike Johnson

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