Fake Marketing Dilemmas: The Folly of Making Complex Marketing Issues Simple

Questions answered in the book:

• The 4Ps or no P?
• Brand purpose or corporate purpose?
• Purpose or profit?
• Top-down or bottom-up budgeting?
• Global or local?
• Top or bottom of the funnel?
• In-house or the outhouse?
• Agile or not?
• Best of breed or one throat to choke?
• Bigger or better?
• Is an agency a cost or value?
• Pay more or less for your agency fees?
• Open tender or closed tender?
• Math or Mad Men?
• Personalising or mass marketing?
• Creative or technology?
• WFH or back to the office?
• Net zero emissions or not?
• Pitch your business before Christmas?