Helen Edwards: The best marketers know how to link theory with practice

Two things make marketing difficult: theory and practice. Of the disciplines around the boardroom table it can be the stickiest in study and the thorniest in application.
What makes marketing theory so tormenting to grapple with is its diffuse and protean contextual backdrop: the swirling chaos of markets combined with mercurial human behaviour. Where are the enduring truths?
People sometimes say, ‘Well, marketing isn’t rocket science’. If only it were. It would have hard edge