New Book on Marketing from Oracle's Mark Jarvis
Mark Jarvis, the Chief Marketing Officer for Oracle, who we did a fun
Case Study on this Summer (the one where he admitted, “our marketing used to suck”) is publishing a book on marketing. His first chapter is free to read here. My favorite bit is where he rips into marketers who let their MBAs go to their heads. You see, like Mark, I don’t have any formal marketing education at all … and back when I used to be a professional marketer (as opposed to just writing about it) my campaigns would regularly beat competitor’s sales. Competitors with big fancy MBAs. Made me believe that marketing savvy is part of the human genome, not something you can really learn in school. You’re just born with it, and then you learn how to refine it in the real-life school of test campaign results. (Ok here’s where everybody emails in to disagree.)
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