Mad dash to 'purpose' is marketers' attempt to foil the price cutters

摘要

Why are the drums beating so loudly and insistently for marketers to embrace purposeful marketing? At the Association of National Advertisers conference in Phoenix last fall, I got the impression that there was a massive PR campaign in full swing to promote purposeful marketing as a way to gain leverage for marketers within their companies. Indeed, Bob Liodice, president-CEO of the ANA, wrote in these pages a month or so ago that purposeful marketing "is the future of the industry." That's quite a statement.