Russell Parsons: Don’t put data before strategy

You might call it a relentless desire for continuous improvement or an inability to leave the hell alone, but there is an obsession with redefining what marketers do and what they’re called.
Unnecessary elongation or distortion of the 4Ps is commonplace, as is the monthly unveiling of new checklists that seek to define fundamental change while signalling the future, but are instead exercises in saying the same thing in different ways.
Elsewhere, it seems for many that the marketing manager