There is a common perception that all marketers are liars! I am not going to comment on this. Instead, I will focus on the two biggest lies that I have observed in marketing using an example that was elaborated in my book Value Merchants (co-authored with James Anderson and Jim Narus) targeted to business marketing professionals.
Dow Corning, in 2000, despite a 40% worldwide market share in silicones, was facing many low cost competitors that . . .
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