Fake Marketing Dilemmas: The Folly of Making Complex Marketing Issues Simple. Questions answered in the book: – The 4Ps or no P? – Brand purpose or corporate purpose? – Purpose or profit? – Top-down or bottom-up budgeting? – Global or local? – Top or bottom of the funnel? – In-house or the outhouse? – Agile or not? – Best of breed or one throat to choke? – Bigger or better? – Is an agency a cost or value? – Pay more or less for your agency fees? – Open tender or closed tender? – Math or Mad Men? – Personalising or mass marketing? – Creative or technology? – WFH or back to the office? – Net zero emissions or not? – Pitch your business before Christmas?