In this provocative episode, database management expert Theresa Kushner explains why she believes that the marketing profession as we know it today is obsolete. What does this mean for the future of the marketing discipline, and for organizations as a whole? Listen here to find out.
Ruth Stevens: We're dying to know what you meant by this very provocative statement, marketing is dead.
Theresa Kushner: First of all, Ruth, it's your fault to begin with here. You sent the article from marketing profs about ‘is the marketing database dead’ and I thought, it's the wrong question, it's not the database and marketing that's dead, it's the fact that marketing has been countermanded. It's been taken over by sales, it's been taken over by strategy, it's been taken over by operations, it's just so dispersed throughout the organization that as a discipline it doesn't have the force it once had. You could see that from the fact that marketing has adjectives in front of it now. It’s relationship marketing or it’s Internet marketing or it’s partner marketing, it doesn't have its own, definable entity. And, quite frankly, when it disperses like that, you get sections and portions of marketing that can be so easily absorbed into other disciplines.