MAL 25/18 MAL25/18 - Page 52

COVER STORY Is Marketing At Cross Roads? By Mutua M. Mutua The marketing profession is most porous in terms of admitting and accommodating every type of business person and since the profession has not found a credible way of limiting entrants and especially quacks then the whole profession is vulnerable. 50 MAL25/18 ISSUE The other problem arises with the marketing professionals who cease to hone their craft and keep up with the trends. These lazy marketers are happy to have gotten their degrees and diplomas and that is the last time they looked at a marketing text book or read a marketing magazine.