When you look at what goes on in a boardroom ladies and gentlemen, the stuff about marketing which tells us what has caused the financials tends not to appear. And the idea is that, you’re either going to be one of those, a global player with all the economy’s scale and scope or you’re going to be a small unleashed player specialized. If you are stock in the middle, you’ve got a very, very tough future because you can’t compete with specialists, you’re not big enough and you’re not big enough to compete with the once we get global economy’s scale and scope.
The point I want to make about, this is just financial garbage. It is stuff that boards look at, in the operating board, they look at profit and loss accounts and I can tell you and I’m sure that you all got experience of this, there are typical profit and loss account ladies and gentlemen has got one line for revenue and loads and loads of lines for costs. And what did the board spend their time looking at? The hard copies. Don’t just take somebody who happens to have seen an advert and they tell you it’s a bit of marketing, and that is the problem. And the whole business about measurability, I mean the expression I use is it’s done ready for Christmas.
So a lot of marketers don’t want to be accountable to the board. It’s the accounting community and chief executive who want more accountability not good as quite happy to be aware in the board and styles, these wide booties, they’re quite happy to be a happy clappy touchy freely whoopy creepy open toad sandals born again usually just hammers you know whatever you call them. Instead of professionals like you would get if you are an engineer, if you’re an accountant, if your quantities are there etcetera, etcetera. I want qualified marketers which is why I support organizations like the Oxford College of Marketing.
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