19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?

Staying profitable is more important in inflationary times. We discuss how to achieve this with Marketing professor, Mark Ritson

Since he was a junior professor, Mark Ritson had one goal: to break through the narrow readership circles of academia and be read by everyone in the marketing industry. A goal he’s doubtlessly surpassed having won multiple awards for his column in Marketing Week. With every piece he strikes a chord with marketers, makes them think, but equally, he polarises the industry.  

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