Poor understanding of marketing principles has led to poor marketing management performance: Consideration of four marketing myths.

Marketing is accused of poor management practice. This paper argues that this is grounded in a confusion of marketing thinking and marketing action which results from widely held beliefs and myths that surround the marketing management process, making it difficult for marketing to develop as a coherent management discipline and profession. Barriers to its successful implementation are created at both strategic and tactical levels. The paper presents an exploration of four myths which are often perceived as lying at the core of marketing but which, in reality, have led to much of the confusion that surrounds it. Consequently, the aim of this paper is to generate debate concerning these myths. The myths considered are those concerning customer sovereignty, the 4Ps of the marketing mix, the importance of customer orientation, and marketing managers' ability and opportunity to actually manage the marketing function.