Mark Ritson | Strategy Sessions Marketing Podcast | Season 2 Ep 14
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- Опубліковано 3 жов 2024
- Mark runs the Mini MBA in Marketing and Brand Management. He’s a columnist for Marketing Week. Prior to that he was a consultant for LVMH and a stack of brands you’d know. And Prof at the world’s top business schools. He’s not short of opinions either.
In this episode we discuss:
1. What’s the Mini MBA about and where did the idea come from
2. What’s the difference between the brand management and marketing MBA courses
3. What common mistakes do marketers make and how do you fix them?
4. Brand purpose… is it EVER useful?
5. WTF is humaning all about (read Andi’s take on this shambles)
6. Why can’t marketers do pricing?
7. What the Mini MBA teaches us about pricing
8. Sum up the DTC revolution in one word
9. Will Tesla be the biggest thing in the car world or is it overhyped?
10. What’s driving Netflix’s push to stop password sharing
11. Mark’s views on Byron Sharp
12. Why move from the remotest place in England to the remotest place in Australia
Mark Ritson
Mark has a PhD in Marketing and spent 25 years working as a marketing professor at London Business School, University of Minnesota, Melbourne Business School, MIT Sloan and SMU, winning a shit ton of prizes along the way.
He’s worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40.
For thirteen years he was the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.
He’s written for Marketing Week for over 20 years, winning Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, four times and the British Society of Magazine Editors Business Columnist of the Year twice.
He's had work published in the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research.
His co-authored pricing research was cited by George Akerlof during his 2001 Nobel Prize acceptance speech. These days he focuses on the Mini MBA in Marketing courses which is open to any marketer, 100% online and run twice a year.
Find Mark:
Website:
www.marketingr...
LinkedIn:
www.linkedin.c...
Twitter:
ma...
Important Links
Mini MBA mba.marketingw...
Book Recommendations
Good Strategy Bad Strategy: The Difference and Why it Matters by Richard Rumelt amzn.to/3vzM0BP
Digital Marketing Strategy Course
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Andi Jarvis
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Andi Jarvis, Eximo Marketing.
Ritson is at a level of mktg that we need to aspire to. His early academic models are deigned to make you think. Totally agree with the 4p's, although very simple the concept needs a lot of study, application and continued study. In mktg our models are our tools, just like how a tradesman carries his tools, the mkter carries the concept of models. The beauty about mktg is the more models you learn and hack to your own enviroment the bigger/better the toolkit you have. Emmert Wolf wrote that "a man is only as good as his tools" this holds true for any trade including mktg. On another note... I'm wondering if bothism as a word is another take on gestalt psychology? That is , "the whole is greater than the sum of its parts"
There’s a phrase which is, I think, “all models are wrong, but some are useful.”! But knowing that, and understanding how to apply them can make it much easier to be a marketer!
As for the gestalt reference, it’s not something I know a huge amount about, but the way you explain it… yep!
Amazing interview...
Thank you!
very down to earth. Thanks
He's a good un! Thanks for listening :)
Well done with the conversation. Host and Mark. Always illuminating.
Mark, thanks so much for watching and taking the time to comment. It means a lot. Interview Mark was easy and difficult... working out what questions to ask was difficult, but once I'd done that, just ask and shut up... easy! Andi
Thanks for uploading this
Love Mark!
He’s great! Just ask a question and shut up was all I needed to do!
Great insight !
So much useful info from him that day.