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Beyond brand management – the anatomy of the 21st-century marketing professional
In the 1920s, the Radio Corporation of America invented the broadcast network, a mass communications medium as broad in scope and reach as the contiguous...Read more
Marketing without waste: how to stop spamming people
Marie arrives home from work. She checks her email on her laptop. She has 12 offers for sexual potency pills, three from music download companies...Read more
How to be a customer champion: turning insight into action
When I started my career in marketing with Ogilvy & Mather in the early 1980s, life was slower. Email hadn't yet been developed, so the...Read more
Managing brands in the oil industry: the case for demerger
Experienced marketers know that there are often tensions in companies between those in the factories who produce, and those in the marketplace who sell. But...Read more
China's big problem: growing old before growing rich
In November 2005, Jerry Chen bought a minivan. By doing so, he joined thousands of other Chinese people who did the same and helped the...Read more
Is Mr C really Mr K or only Sunny D? Should we blame marketing for political spin?
For quite a long time, 15 years or so, I've had a nagging, amorphous suspicion at the back of my mind. I've chosen not to...Read more
Bertrand Russell May Not have Invented the Internet, but He Certainly Wrote the Brief For It
'There are two ways of writing about the future,' wrote Bertrand Russell in the 1920s,1 'the scientific and the Utopian. The scientific way tries to...Read more
'Treating Customers Fairly': Another Catch-22 Idea from the Regulators
Heaven knows the world of advertising and marketing has become increasingly heavily regulated in recent years, but no other sector has seen an initiative quite...Read more
Is Sustainable Marketing the Route to the Boardroom?
The current economic model is unsustainable in the long term. This is because it is predicated on maximising shareholder value, resulting in a redistribution of...Read more
Professional Services Marketing: An Oxymoron and an Irony
The professional services industry is vast and varied. One estimate puts its revenues at $700 billion worldwide and another suggests that it employs up to...Read more
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