Professor John Roberts. Photo by Belinda Pratten.
It's misunderstood, distrusted and derided, but marketing can be a powerful tool for change. By STEPHEN GREEN . Former Director of Communications for UK Prime Minister Tony Blair, Alastair Campbell once said that what in politics is called 'spin', in business is known as 'marketing'. The statement is a combination of truth and distortion, like spin itself, but it highlights a popular misconception about the business of marketing. That marketing, like spin, can be seen as manipulative, distorting and, in some cases, downright deceitful. Professor of Marketing, John Roberts describes himself as 'a marketer who believes strongly in the social value of what I do,' and he makes a strong case for the positive influence of marketing. He acknowledges that the discipline has negative connotations for many people, but argues that marketing is in fact a far more socially valuable activity than is generally understood, and has great potential for effecting beneficial change in society.
TO READ THIS ARTICLE, CREATE YOUR ACCOUNT
And extend your reading, free of charge and with no commitment.
