Targeting individual customers with personalized offers is a decades-old marketing theory that has only recently blossomed, thanks to new technology.

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"Marketing theory isn't affected by age bias, but marketers themselves are, " Stroud writes, blaming the bias on a marketing industry population that skews under 35 on the lack of an institutional commitment to break out of a comfort zone.

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Here we have a company that reeks of Bubble 1.0: huge losses and an IPO prospectus that flaunts a contrived revenue metric that excludes marketing expenses on the unproven theory that over time marketing costs will decrease.

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The whole thing is conceived and elaborated in the jargons of marketing and leisure theory with a mad, po-faced inventiveness that is also entirely plausible.

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They understand, in theory, the importance of social media in their marketing mix.

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Standard PR theory would suggest the company apologize, and step up its good-works marketing, whether giving away money or running more ads touting its commitment to alternate energy research, in order to combat the bad press.

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Physicians prescribe drugs for different reasons, the defense theory goes, and it is impossible to prove that every single physician was susceptible to the marketing pitches and allegedly manipulated clinical data drug companies are accused of using to convince them to prescribe their products.

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