So Says Mark Stevens

According to Mark Stevens, author of the current Business Week Best Seller "Your Marketing Sucks," in the world of marketing today, people and companies are relying on the notion that a blend of "proven" or "traditional" marketing combined with slick new creative will yield results. The problem, says Stevens, is the creative ends up being the quantifying metric regarding how successful the marketing is rather than the achievement of the intended goal-driving sales.

Speaking on this topic at the Strategic Research Institute's 2nd Pharmaceutical Marketing Global Summit held in Philadelphia, PA, February 26, 2004, Stevens offered advice for pharmaceutical marketers on how not to make their marketing suck.