When I joined Teradata-Aprimo as CMO nearly three-and-a-half years ago, I was asked to be a change agent to help elevate our marketing to a more strategicfunction.
Together with Theodore (Ted) Levitt, Kotler was responsible for lifting marketing out of the disrepute in which it had once been held, changing it from being the slicker part of sales to being a recognised strategicfunction in its own right.
The degree of commitment the nation should make to natural gas as a strategic resource (accepting but managing the impact of development), is very much a function of the size of the prize.