FSP 1.1: shills everywhere

November 11, 2001

shills everywhere

Stephen Greyser, a longtime marketing professor at Harvard Business School, said many marketers face a pressing need to find independent voices to validate their claims. "The public won't accept exploitation in either substance or style," he said.

Many marketers also raced to issue educational "white papers" on technology or social problems, get their chief executives treated as experts by the media or, best of all, secure invitations to testify before a Congressional committee — all as an indirect way to attract recognition. "You don't get many opportunities for your ship to come in," Professor Greyser said.

November 11, 2001 Marketing Bonanzas, and Pitfalls, in a Disaster

By BARNABY J. FEDER

Posted by dc at November 11, 2001 04:01 PM

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