Heseltine's big idea, unhelpfully for ministers, exposes the tensions within the coalition government between the free marketeers and the interveners, and between the centralisers and the localists, when the Conservatives probably have enough fault lines being exposed already.
Of course, the problem is the free marketeers would positively hurt themselves having a snit-fit over the government getting any more involved than it already is.
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The brave marketeers rise up and blast away, using weapons not to kill consumers but to attract them to their sites, to their offers, to their communities.
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If the ultimate product brand marketeers are looking at using their enterprise story commercially, shouldn't you consider investing in your corporate brand too?
The problem is the archaic business model which allowed free reign for distributors and marketeers to reap increasingly larger profits for the "middle men, " while creators often got the short end of the stick.
Whether they actually do so will depend, in part, on whether marketeers have read the public mood correctly.
Even the most ardent free-marketeers do not support free trade in children, with blonde female babies attracting a hefty premium.
Price controls have caused staples such as maize meal, sugar and cooking oil to vanish from the shops, to the delight of black-marketeers, who are often ruling-party hacks or army officers.
Right-wingers have learned to bury their philosophical differences for the sake of the collective good: free-marketeers support social conservatives over abortion in return for their support over tax cuts.
It is ironic that the world's two greatest free marketeers still have a restricted air-services agreement between them.
But even this is under attack and not just from free-marketeers like Jack Valenti of the Motion Picture Association of America.
I'd like to see the artists get their due, and marketeers make their fair share, while allowing individuals greater freedom to use their data.
Similarly, Mr Kay expends too much energy knocking down another false target: the idea, attributed to free-marketeers, that people are utterly greedy in all parts of their lives.
The old dogfighters like Frank Lorenzo (once of Continental and Eastern) and Lord King (of British Airways) have given way to a younger generation of marketeers, more suited to the world of virtual airlines, alliances and empowerment programmes.
Free-marketeers do not generally believe that the market is infallible, only that it is less fallible than the planning elite.
It would be nice to think that the business of kindness will not be captured by professional marketeers and become just another device for paying lip service to how people think business ought to behave.
The calls for vouchers has been a policy associated with free-marketeers, who have argued that parents need to have greater consumer choice.
Officials won't make a decision for another year, but even if they declare the beluga endangered, that won't stop poachers or black marketeers.
Perhaps the most important part of all of this though is that as a business you should beware Groupon and other social marketeers.
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