The words “anti” and “marketing” are about as compatible as oil and water. Yet, when Jay Sinha, a marketing professor at Temple University’s Fox School of Business, used the phrase, anti-marketing, in his 2007 book, it seemed to catch on. Sinha argued that traditional marketing strategies were no longer effective because people were put off by heavy-handed tactics. But people should be leery of pronouncements of the “death of” anything.
