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Marketing strategy is the ultimate value generator. Marketing strategy is the ultimate time waster. Both views seem to be held with equal vigour, by academics and practitioners alike. This paper does not attempt to take sides in the debate, my affiliation is clear, but rather seeks to uncover the reasons why marketing strategy fails to take root in too many organisations. The answer lies, not in the quality of the marketing strategy seed but in the nature of the soil in which it is sown.