Skip to content

Marketing Thought

Clarifying management/marketing theory

Menu
  • Neil Bendle
  • Popular Marketing Metrics: How Not To Mess Them Up
  • Marketing Metrics 4th Edition Book
  • Marketing PhD Applications
  • Advice For The Marketing Academic Job Market
  • Sustainable Marketing Strategy
  • Public Policy, Behavioral Economics and Marketing
Menu

A Roadmap For Marketing Metrics

Posted on February 3, 2023February 1, 2023 by neilbendle

Paul Magill and Christine Moorman shared a roadmap for marketing metrics in April’s Harvard Business Review. Their overarching aim is to elevate the way marketers look at metrics. The authors don’t want marketing assessed only at the campaign level — “did this ad campaign work?” Better to focus at higher levels, “what is marketing delivering…

Managing For Stakeholders

Posted on January 27, 2023January 27, 2023 by neilbendle

My second post on Paul Polman’s (former Unilever CEO) and Andrew Winston’s great book, Net Positive, covers a random bunch of advice and ideas that they give on managing for stakeholders. How best to manage a firm with more than just the shareholders in mind? Better Business Practice Can Lead To Better Opportunities Many in…

Net Positive Business

Posted on January 20, 2023December 22, 2022 by neilbendle

In the world of sustainable business Paul Polman seems to be the nearest thing to a superstar. Hence his book with Andrew Winston, Net Positive, will get a big audience which is a very good thing. It seeks to give Polman’s view of business which was central to his tenure as Unilever CEO, a net…

Planning For Sustainability

Posted on January 13, 2023January 10, 2023 by neilbendle

Bill Gates has a really useful book about what we might call planning for sustainability. It is a practical approach on what we can hope to achieve. The book has a lot of critical information conveyed in a relatively easy-to-understand form. I’d certainly recommend it. Before we start it is worth noting that some people…

What’s With The Alexander Stuff?

Posted on January 6, 2023December 20, 2022 by neilbendle

There is a cottage industry of people writing about business using the lessons of Alexander the Great. I have only one question: What’s with the Alexander Stuff? The Macedonian king was a terrible bloke, and there are plenty of easier, and much more novel, ways to illustrate business situations. Business As War: Not Really Business…

Signaling And Education

Posted on December 30, 2022December 28, 2022 by neilbendle

Why do people pursue academic courses that in no way set them up with the skills needed for their future careers? One obvious answer might be because they enjoy the topic they study. Education is a good thing in itself. I’m all for that. Yet, that seems to be far from a complete explanation. Maybe…

Solving Problems Upstream

Posted on December 23, 2022December 22, 2022 by neilbendle

Dan Heath has a book on solving problems upstream. The central idea is that it is better to solve a problem nearer its source than try and solve the problem once it has fully manifested. Heath’s hard-to-disagree with advice is that it is better to stop the horror movie monster being conjured rather than having…

Don’t Expect Perfect, Go For Better

Posted on December 16, 2022December 7, 2022 by neilbendle

I have written before about B Corp. Today I am looking at the B Corp Handbook. This is a how-to (and why-to) guide to getting registered as a B Corporation. The authors have a number of suggestions that could prove useful. One of the most important should be shown in big lights whenever people discuss…

Putting Finance And Marketing Together

Posted on December 9, 2022December 4, 2022 by neilbendle

Dave Stewart has written a book packed with details of the financial impact of marketing. He surveys a large number of topics extremely connected to what I write about in this blog. (This probably isn’t too surprising. Dave is chair of MASB, which I am heavily involved in). What then is good advice for putting…

Measuring Performance In Multistakeholder Firms

Posted on December 2, 2022December 2, 2022 by neilbendle

Jonathan Knowles and Tom Hunsaker have an article in the MIT Sloan Management Review that considers the change in thinking needed when a firm is managed for multiple stakeholders. How then to go about measuring performance in multistakeholder firms? When Money Is All that Matters For the past generation or two firms have often been…

Posts navigation

  • 1
  • 2
  • 3
  • 4
  • …
  • 54
  • Next

MASB’s Common Language Dictionary

Need a marketing definition? Use MASB’s Common Language Marketing Dictionary. Click for the MASB Common Language Marketing Dictionary

Pages in Marketing Thought

  • A Plea About Language Used In Marketing
  • Advice For The Marketing Academic Job Market
  • Behavioral Econ For Kids: The Cartoon Book
  • Data Visualization Advice
  • Machine Learning (ML) And Marketing: What Should You Know?
  • Marketing In The Movies
  • Marketing Metrics 4th Edition Book
    • Chapter of Marketing Metrics 4th Edition, Free Sample
  • Marketing PhD Applications
  • Marketing Thought Website Data
  • Neil Bendle
  • Popular Marketing Metrics: How Not To Mess Them Up
    • Brand Valuation: Progress But Lots More Needed
    • Customer Equity: Nice Idea, Bit Of A Mess In Execution
    • How To Use, And Misuse, Customer Lifetime Value (CLV)
    • Is ROI The Most Abused Term In Marketing?
    • Market Share: Always An Indicator Never A Target
    • Marketing Accounts: A Better Way To Measure Marketing Performance
    • Measuring Competition With The Bendle Panda Index
    • Net Promoter Score: Sadly Not As Magical As Supporters Suggest
    • Profit Measurement: Choose Your Own Level Is Problematic
    • Tobin’s Q: Why Academics Should Listen To Managers
    • Total Q, A New Improved Tobin’s Q? Not By Much
    • Value Of A Like: Do Not Use For Budgeting
  • Public Policy, Behavioral Economics and Marketing
  • Recommended Books
  • Sustainable Marketing Strategy
    • B Corp Research Papers
    • Marketing Strategy
      • Measuring Culture Is A Challenge, But Don’t Be Silly
      • Rationality And Marketing Strategy
      • Segmentation, Targeting and Positioning
      • Strategy And Evolutionary Thinking
  • Sustainable Marketing Strategy Cases
©2023 Marketing Thought | Built using WordPress and Responsive Blogily theme by Superb