DEC’S LACK OF SEMANTIC AGREEMENT by Edgar H. Schein

“In DEC, the debate around which products to support and how to support them revealed a deep lack of semantic agreement on how to think about ‘ marketing.’ For example, one group, thought that marketing meant better image advertising in national magazines so that more people would recognize the name of the company; another group was convinced that marketing meant better advertising in technical journals; one group thought it meant developing the next generation of products; while yet another group emphasized merchandizing and sales support as the key elements of marketing.”

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DEC’S LACK OF SEMANTIC AGREEMENT by Edgar H. Schein

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