In this entertaining and useful 40 minute webinar, Professor Mark Ritson discussed the structure of the Marketing Week Mini-MBA in Marketing and the logic behind the approach.
By Mark Ritson
If Brexit were a brand – I mean a real brand, one you buy in a supermarket to wash your undies with – things would have been a lot simpler last week.
Mark Ritson, our award-winning columnist, consultant and marketing professor, is never one to shy away from an opinion and he had plenty of those in his talk at Marketing Week Live. Ritson gave his view on the importance (or lack thereof) of eight marketing concepts: millennials, CSR, brand purpose, brand valuation, digital marketing, zero based budgets, targeting and TV advertising.
There is an urgent need to translate digital views into TV audiences and vice versa otherwise brands will continue to be misled by thin digital video viewing estimates.
From the over focus on performance and the purpose backlash to brands’ inserting themselves into situations they don’t belong, 2022 has not been a good year for everyone in the marketing world.
The online estate agent brought back its ‘Commisery’ campaign in October after putting its poor financial results down to ineffective marketing.
The travel firm has increased booking value by 31% compared to pre-pandemic levels thanks to its focus on brand, tech and enhancing the customer experience.
From women’s sport and retail media to a focus on loyalty and the rise of discounters, 2022 has been a good year for shaking up the status quo.