hire this guy"). Indeed, it may also have qualified for Piercy's (2002) dreaded REAfunding arrangements (since it did qualify for research funding in its native country).And finally, it has brought an audience of conference delegates to scarlet-faced effortsnot to explode from laughter, and baffled looks from onlookers. Above all, it cherishedmarketing irreverence ahead of irrelevance, since it seems more valuable to laugh atmarketing than present an LISREL test equation model of humour.
How the Seuss stole Marketing
The work of Dr Seuss spanned several decades, with the publication of a range of children's books which acted both as literary training, and introduction to marketingtexts. At the time, their value as marketing texts was unrecognised by industry andacademia. This shouldn't come as a surprise, given that, for the most part, the textswere dismissed as childish, nonsensical and irrelevant to industry. Strangely enough,marketing itself is often on the receiving end of such criticisms, and accused of beingmerely applied commonsense instead of being a scientific discipline. But what if thereason the methods of marketing seem so commonplace and "obvious" is because theyare inadvertently taught to us as children?The 'brandwidth' of the Dr Seuss franchise rivals Disney for instant recognition andglobal awareness. In that regard, it certainly also leaves Kotler as an unknownphenomenon when compared to the reach of Dr Suess. This is reflected in the fact thatSeuss's children's books contain lessons on advertising and promotion (Sneetches on theBeaches, Green Eggs and Ham), service recovery (The Cat in the Hat), and the dangersof product over complication (Fox in Socks). In comparison, it usually takes until thefirst (or even second) year of university until people first encounter Kotler. And for