One of the predicaments of marketing is the difficulty to assess returns and results. CEOs always know the cost, but it is extremely difficult to provide concrete, tangible results. In addition, marketing struggles to become more of a science than art. But it is easy to understand why: marketing, surely more than any other field of knowledge in business administration, is affected by multiple external and internal variables. Thus, to hire, promote and assess team member performance, to be fair, one would need to control all these effect - easier said than done.

By all means, to achieve the status of a scientific domain, marketing must follow the example of other disciplines, such az supply chain, finance, economy and add whenever possible laws that explain behavior of specific variables, empirically test cause-and-effect relations, and a collection of evidences captured from experiments, research and surveys. 

Experience shows us that there is no single solution that fits all markets. Although yes, there are universal rules and behaviors that can we replicated and seen eveywhere, when practitioners attempt to adopt a formula or strategy from a home market to their subsidiaries, they often fail. We shold all be cognizant and avoid making these mistakes. 

Marketing practitioners must be at the same time specialists and generalists. They must have skills in psychology, strategy, digital marketing, but must also think like the owner -- in other words, they need to be vigilant and act when some business process is not functioning properly. To me, professionals must continually seek qualifications and certifications, especially in a field like ours, which is changing rapidly and must adapt to a new market, inscreasingly competitive and demanding.