We need a new ‘third way’ to set marketing budgets
Zero-based budgeting hurts long-term brand-building, while advertising-to-sales ratios are entirely arbitrary. There’s a much better,…
Author Mark Ritson
Mark Ritson
Professor Mark Ritson is an internationally renowned marketing consultant and teaches marketing and brand management on MBA programs at London Business School, MIT Sloan, the University of Minnesota, Singapore Management University and Melbourne Business School.
Mark Ritson: How ‘influencers’ made my arse a work of art
Influencer marketing suffers not just from the problems of fake followers and viewability, but from…
Colonel Ritson: KFC’s marketers turned a chicken crisis into a brand triumph
The KFC chicken crisis caused by DHL’s delivery failures could have been disastrous, but a…
Mark Ritson’s six superior forms of marketing intelligence
The ultimate resource for successful marketers is the right intelligence upon which successful strategies can…
Ritson on brand: pick an enemy and position against them. Hard.
A museum guide is showing people around a set of dusty old exhibits and there,…