Commenting on the post below, Mike "The General" Smock speaks up for the school of
command-and-control: "As a proud practioner of "traditional" command and control marketing
I am damn delighted to see the trends on the "General's" chart heading
up. If you new marketing pukes would stop partying and start competing
you might see results like this too. In all serious, I'm still waiting for you to provide some solid case
studies of how your new marketing "partying" leads to genuine
competitive advantage." I admire Mike's strident style but I think it's increasingly difficult to see how command and control can work in a world where consumers (aka people) hold all the cards. And that's not just the view of new marketing pukes, but also some super senior players. But you know what they say about the old guard. UPDATE: The General and his soldiers are NOT happy.