Celebrating marketing’s dirty word

Abstract

The title of Mark Houston’s editorial intrigues me. I grew up in the era of George Carlin’s “Seven Dirty Words” you can never say on television and know how words can inflame, agitate, and punish. At the same time, words can inspire, provoke, transform, and illuminate. My view is thatstrategyis not a dirty word at all. It is a word that reflects a part of the field that lies at a rich nexus of theory and practice that is very unique in marketing.