In Marketing, the “C” Word Cannot Exist
In the CEO Afterlife
JULY 2, 2013
Many years ago I read Theodore Levitt’s The Marketing Imagination. Branding Leadership Marketing Strategy Advertising Consurmer Packaged Goods Social Media Theodore Levitt Vision In the book, the renowned marketing professor said there was no such thing as a commodity, only people who think like commodities. Suddenly, a light went on in the corner of my mind. After that, as a matter of principle, I stopped using the “C” word. This served me well as a branded coffee marketer.
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