Marketing

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Not to be confused with sales, marketing are the people who — very much against every instinct they have ever had — are obliged to make the posters look nice and ensure the advertising and public personalities of every financial services firm are exactly alike. They will toy with excellent ideas like behavioural economics but won’t have the institutional gravitas to have anyone else stick with it, and will eventually find these initiatives junked, while the CEO will continue to talk publicly like some automaton who has been programmed by a management consultancy trainee.