As the most visible element of the marketing communications mix advertising has had its critics over the years and developed countries usually opt for a self‐regulatory approach to deal with unacceptable advertising. The recent breakdown of one of the world’s longest established advertising...

This conceptual paper notes the re-casting of marketing from a focus on products and transactions to a focus on services and relationships – strongly implying that people are prime. In so doing, it notes that the recruitment, training, development, retention, rewarding and management of people...