Category: Strategy

The more things change, the more they stay the same

The more things change, the more they stay the same

Like many marketers, I have a copy of Philip Kotler’s “Marketing Management” on a bookshelf at home. In my case, and showing my age somewhat, it is the Millennium edition. So it felt like stepping back in time when I decided to dust off the old faithful and renew our acquaintance on the train.