Out of Left Field

Author: Smith, N. Craig1

Source: Business Strategy Review, Volume 18, Number 2, Summer 2007 , pp. 55-59(5)

Publisher: Blackwell Publishing

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Abstract:

Major marketing failures grab a lot of attention. But why such failures occur is often over looked. N. Craig Smith tells how society often creates marketing nightmares.

Document Type: Research article

DOI: 10.1111/j.1467-8616.2007.00471.x

Affiliations: 1: ( ) is a Senior Fellow in Marketing and Ethics at London Business School., Email: ncsmith@london.edu

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