Perishing for Lack of Vision

toxic warningMarketing executives should have a pulse on shifting consumer preferences, macro-economic conditions and emerging competitors. However, in forecasting the financial crisis of 2008 and beyond, most marketers (and economists for that matter) failed to accurately “call” the collapse, even though signs of catastrophe were ubiquitous.

Does marketing have a leadership role in influencing business strategy, and if so, why did so many of us miss the warning signs?  read original column

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