Marketing Snags and Fallacies

Abstract

This article is based on an address by Leo Burnett, head of one of the largest advertising agencies, when he was named 1966 Marketing Man of the Year by the Chicago Chapter of the American Marketing Association. Mr. Burnett feels that marketing men are handicapped by five major fallacies. But he points with pride as well as views with alarm — he has some constructive suggestions for the field of marketing.