So, where are the new ideas in marketing going to come from? What are young people and even older folks going to study — really study, in depth — to get better and smarter about marketing?
– Technology? Doubt it. That is pretty much “stick a fork in it” – done.
– Social media? Please, same as tech. How many more, gadgest, apps, screens can we shove in peoples hands/faces?
– Big data, stats etc? Possible but only a few true numbers geeks will do this.
– Current MBA and marketing course work? Nah, tired old ideas, mainly from the last century, supporting the status quo.
– Marketing company and marketing client research? Nope. Just done to support the status quo and boost careers and W-2s. BORING
– Economics? Please (again.) Those are the ideas and people that brought you the global meltdown.
OK, so where? Hmmmmm? (waiting)
I say brain science – where else? duh… Promise. (And we all know what a marketer’s promise is worth.) ANYone who really studies brain science – hard – will:
1. Be a better marketer
2. Learn a lot
3. Possibly zooom past others career wise…
NOT neuromarketing or behavioral econ, etc — but real brain science. Yes, the geeky kind.
Harnad suggests that the issue lies in symbolic vs. non-symbolic representations. He suggests that a symbol system, defined as a system which manipulates arbitrary tokens according to a set of explicit rules, is purely syntactic and thus cannot capture meaning. According to Harnad, the problem lies in the arbitrary nature of the assignment between the symbolic tokens and the objects or states of affairs that these tokens stand for.
Beyond the Computer Metaphor: Behaviour as Interaction – Paul Cisek, 1999
We need to step back from the input-output metaphor of computationalism and ask what kind of information processing the brain does, and what is its purpose. The answer, suggested numerous times throughout the last hundred years, is that the brain is exerting control over its environment. It does so by constructing behavioral control circuits which functionally extend outside of the body, making use of consistent properties of the environment including the behavior of other organisms. These circuits and the control they allow are the very reason for having a brain.
Behavior as Control – “”Behavior Is the Control of Perception.”
We begin with a fundamental premise: The brain evolved…The evolution of a biological system such as the brain is…a rich source of constraints for anyone theorizing about how the brain functions and about what it does. It is a source of insight that is too often overlooked…we should expect to gain insight into the abilities of modern brains by considering the requirements faced by primitive brains, and the sequence of evolutionary changes by which these primitive brains evolved into modern brains. Continue reading
“There has never been, claims one historian of medicine,1 any example of an historic medical advance that now is widely accepted (like the germ theory of disease, or anesthetic surgery, or disproof of the efficacy of bleeding for pneumonia, or washing hands before delivery of a baby, or widespread antibiotic use) without a delay of at least 40 years (usually longer) between the presence of sufficient scientific evidence and widespread acceptance by the medical community.
How long is 40 years? Two generations of human beings.
The rule of thumb, proven by science and history, is that current generations always reject new truths.”