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In marketing there are lots of heroes. The heroes in marketing are those who discover new ways to fulfill the objective of developing a marketing mix in order to install the “first choice” perception of products and services. But, unfortunately, the marketing function also produces lots of pseudo-heroes who are individuals that live from making simple problems complex. Heroes develop new approaches to markets. In this sense, Philip Kottler was one of them. Pseudo-heroes, on the other hand, are those who want to demonstrate that they are indispensable.
Learn more about the role of heroes and pseudo-heroes at:
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