THE MARKETING MASTERS

Philip Kotler, David Aaker, Jean-Claude Larreche,  Regis McKenna, Don Peppers and Martha Rogers, John Quelch, Al Ries

Despite all evidence to the contrary, the belief that a single number can be used to assess marketing performance is

This is the story of how communications changed the public face of a very public company. M&S is a national

I started work in advertising just over 30 years ago in October 1975. I remember well my first day at

It's true. Innovation funnels don't work. In fact, they stifle creativity and make innovation less likely to be successful.

But

THOUGHT 1: MARKETING COMMUNICATION PROCESSES ARE OVERLY REDUCTIVE TO THE POINT OF BECOMING SELFDESTRUCTIVE

All of us love our big

There seems to be a widely held and virtually unchallenged belief that, thanks to the internet, the nature of mass

It is a funny thing that people who write and think about strategy and about marketing almost never seem to

According to a 2004 Economist Intelligence Unit survey, 59% of senior executives in large companies said they had conducted a

The jungle that is UK retail is getting tougher. Consumer debt, stealth taxes and new necessities, such as mobiles, Sky

The Vodafone Group provides a full range of mobile telecommunications services, including voice and data communications. Vodafone has equity interests

I don't know much about interior decorators and have never directly employed one. But it seems to me, at least

Thank you for the opportunity to meet and talk with you. Especially since I'm in the wrong business and you're

American business needs a breath of fresh air. We are, at last, coming out of a dark and trying period

What do many of the most successful people in Adland have in common?

The IPA, working with John Gage and

From human rights and labour practices to the environment and sustainable development, corporate policy and conduct is on the public

JUDIE LANNON:

I understand you and your team have studied American shopping patterns very extensively. When you first saw the

JUDIE LANNON: Let's start by talking about direct mail generally. How do you feel it is faring compared to other

"The analytical fog surrounding CSR provides a smokescreen for companies that proclaim their adherence to it while failing to adopt

In the process of examining all of the research available, we have been able to demonstrate that many of the

What do a homicide investigation and an ad campaign have in common? Rory Sutherland explains

Buried almost unnoticed in the