Question: If Joe Pulizzi and Robert Rose are wrong, meaning having an owned media strategy is not the best way to evolve Marketing into a profit

If Joe Pulizzi and Robert Rose are wrong, meaning having an owned media strategy is not the best way to evolve Marketing into a profit center. What could be some flaws in their theories and what might be an alternative way to make Marketing profitable in the future? (Needing ideas/ brainstorming, cannot think or understand what a flaw might be).

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