MKTG = FAFF?

There sure is a lot of real stuff in this subject, Marketing Management. We learnt about the Customer Lifetime Value today, and creating/capturing/sustaining customer value. There is break-even volume, 4P, 5C, 6M...

However, there is a general growing feeling that Marketing is Globe / Gyan / Faff or whatever you choose to call a lot of arbitrary viewpoints derived from common knowhow but glossed by multi-syllabic verbology. How true is this? Is reading Kotler with near-zero retention going to be of no use?

Insights, perspectives, strategic thinking... though intertwined with the course learning, frequently seem to be left high and dry by us. "Yaar, all we need is the BEV, and then we can decide on the best alternative best on the required dollar sales." In addition to the case studies where we get to do extensive number crunching... wonder if we would have a study on a marketing campaign for a floundering business manufacturing, say, pimple care soap. Why don't we ever see and advert for such a product? Go design an ad series for the same ... etc. And only if we had more India-centric cases. Wouldn't we like to talk about the white revolution, how Amul drove the Operation Flood and proved itself the best and most profitable cooperative?

Naah ... MKTG != FAFF, provided we have the right perspective, but that's exactly what the course is going to provide us with - the realization and the perspective forming the parts of a Kekule snake - 'seized hold of its own tail'.