Au revoir, brands?

Ignore the academic pride and posturing of the past. Forget the linguistic arguments… data rule[s] the day....Data science is...the new look of marketing”.   I rubbed my eyes in disbelief when I saw the affiliation of the author of this: Northwestern University. This was the university that was home to Professor Philip Kotler who conceptualised the idea of “brand marketing” and whose 1967 book, Marketing Management: Analysis, Planning, and Control, is even today, 52 years later, a staple textbook in every business school in the world.   The sentence that .....

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