ABSTRACT
Undoubtedly, marketers have a deteriorating image among the general American public (and perhaps in other countries as well). Unhealthy “supersized” products, unwanted telemarketing phone calls, voluminous spam e-mails, SUVs with significant probabilities of rolling over when making sharp turns as well as large appetites for gasoline, and so on combine to give marketing a bad name. Many “me too” products make people wonder if companies are innovative any more. Paralysis in the supermarket when confronted with a hundred varieties of spaghetti sauce leaves shoppers exhausted rather than fulfilled.
