Marketing Gurus and Fads - Why and How to Avoid Them

5 Pages Posted: 20 Mar 2014

See all articles by John Dawes

John Dawes

University of South Australia - Ehrenberg-Bass Institute

Date Written: March 19, 2014

Abstract

Marketing abounds with 'gurus' and fads that distract marketing practitioners. This article explains the persuasive techniques that marketing gurus use, and why marketers should avoid them.

Keywords: Marketing, Consultants, Brands, Advertising

JEL Classification: M31

Suggested Citation

Dawes, John, Marketing Gurus and Fads - Why and How to Avoid Them (March 19, 2014). Available at SSRN: https://ssrn.com/abstract=2411339 or http://dx.doi.org/10.2139/ssrn.2411339

John Dawes (Contact Author)

University of South Australia - Ehrenberg-Bass Institute ( email )

GPO Box 2471
Adelaide, 5001
Australia

HOME PAGE: http://www.johndawes.info

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