Raising marketing's aspirations

Marketing as a function and a profession suffers from the tyranny of exceedingly low expectations. Rather than accept that most customers view most marketing actions in a negative light and that the response rates to marketing initiatives must remain extremely low because of competitive pressures, marketing must raise its aspirations. It must articulate and enforce high standards for what is deemed to be acceptable marketing practice, using mechanisms analogous to GAAP (generally accepted accounting principles) in accounting.