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Good Marketing Gone Bad

Thirteen great ways to kill your company's marketing

March 10, 2005

Bad things happen to good marketing, to paraphrase the title of a popular book of several years ago. It makes a salient point, one that often flies over the heads of everyone from CEO to salesperson. It's this: unlike other company functions – from accounting to human resources – everyone in a company is a self-anointed marketing expert.

This doesn't deny the value of input. Carefully measured and analyzed, such information can provide valuable insights for refining and shaping a marketing program.

At the same time, too many "cooks" can – and do – spoil the marketing "soup." Or, more to the point, distort, alter, subvert, and even kill what could be productive marketing programs. Unfortunately, it's not always evident what's happening until the damage is ...

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