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03/23/2010: "Threats and Challenges Facing the Marketing Profession Today"

One benefit of being a consultant is that it provides me with the opportunity to see trends that will impact what I am doing in the future. I believe the marketing discipline is facing some significant threats and challenges today, which will have a profound impact on businesses, marketing professionals, academics, and students. I am attaching a presentation that I have made to several faculties across the country.

Like the Barbarians of old, the marketing function is in danger of losing its significance due to threats from other functions. Notice, I said marketing function, not the discipline of marketing. Businesses will always need to perform fundamental marketing activities such as understanding customer needs, segmenting markets, creating and delivering value propositions. As I argue in the attached presentation, the only question is: which function will do these things?

I hope you enjoy the presentation (click here to access it). As always, I enjoy hearing from you. I can be reached at asirsi@schulich.yorku.ca