The phrase ‘that might work in practice, but does it work in theory?’ is invariably attributed to economists.
Unfortunately, the theoretical aspect is also what holds precedence in marketing degrees in many of our universities. In an article on Medium in 2016, Tribefire founder Daniel Palmer described studying marketing at university as “a frustrating waste of time”. When he was asked “Hey mate, you’re studying marketing at uni. Can you help me with my business?” he realised the answer was no.
I had a similar experience to Palmer. About 10 years ago, swotting my way through a very textbook-heavy MBA, it dawned on me that none of the marketing books I was reading bore any resemblance to my real-world marketing career and it was almost impossible for me to explain to my fellow students (who had no marketing background) why this was so.
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