Rishad Tobaccowala Pays a Wake-Up Call on 4A's Transformation Gathering

Geoffrey Precourt

At the 4A's Transformation 2010 conference, Geoffrey Precourt reports on the talk given by Rishad Tobaccowala, ceo of Denuo and board member/chief innovation officer of VivaKi.

Rishad Tobaccowala Pays a Wake-Up Call on 4A's Transformation Gathering

Geoffrey Precourt Warc

Here's Rishad Tobaccowala's dilemma: "Why do we feel so bad if we're supposed to feel so good?"

In an address before the 2010 4A's Transformation, he queried at the same time, "Why is it so tough and how do we keep abreast of all these changes?"

The answers to both questions, he suggested, tracks back to Philip Kotler's book, the author of Marketing Management, who provided Tobaccowala with a definition of marketing when he arrived in the U.S. from India. "'Marketing is meeting...

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