A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing

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Jim Blythe

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  • Epilogue

    Marketing, it is said, is a young discipline. One might say that marketing is so undisciplined it acts like a two-year-old, rather than the 250-year-old it actually is, but the point is that we are still debating what marketing is, where it has come from, where its boundaries lie, and where it is going. This makes it as lively as a basketful of kittens, and as immediate as a punch in the nose. Young disciplines are like that.

    One of the great things about marketing is that there is always more to learn. Okay, it's a cliché – but like most clichés, it only became a cliché because people liked the sound of it and it rings true. Marketing, as an academic subject and as a practical profession, changes all the time. There is a saying in academic circles that all the lecturers have to write new exam papers every year except the marketers: all the marketers have to do is change the answers. Practitioners are told that they should always be trying to do something different from the competition: if marketing had a motto, it would be ‘New Improved’.

    Anyway, I hope you enjoyed the book. I enjoyed writing it. It isn't often a publisher lets me loose to write anything I fancy; we usually have reviewers and lecturers and templates and deadlines which mean I have to do as I'm told. The ideas in the book were sometimes mine, but mostly they were other people's and I just added my little bit of commentary. I hope you (and they) don't mind too much.

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