Has marketing lost its way?

As marketers shift ever larger proportions of their budgets to spending on social media are they in fact falling prey to ‘shiny new toy syndrome’? Have virtual reality and augmented reality got past the ‘gimmicky’ stage yet? How much human touch do we still need? How can we return marketing to its core value-creating purpose?

These were some of the controversial questions raised by Andrew Stephen in his inaugural lecture as L’Oréal Professor of Marketing, delivered in the presence of the Vice-Chancellor on 7 November 2016.

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