“Love goes towards love, as schoolboys from their books,” wrote Shakespeare in Romeo and Juliet. Since the 17th century, times have changed to remain essentially the same. Is it not a force akin to love that moves customers in the direction of their favourite product? Or spectators to watch every game of their preferred team?

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Today Marketing managers wade so deep in management theory that they can barely do their jobs.
In the past two decades Marketing theory has been deliberately imposed on almost every aspect of commercial life. Resistance has been widespread but futile.
By the Fifties it was almost mandatory in the US, if you wished to run a company get a master’s degree in business administration – an MBA preferably from Harvard Business School.

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