Sustainable Marketing is a goal for many in the field nowadays. Michelle Carvill, Gemma Butler, and Geraint Evans, in their 2021 book, Sustainable Marketing, aim to help this become a reality and not the oxymoron that some might assume the term to be. Can there be sustainable marketing? Yes, but it won’t just happen. We…
Author: neilbendle
Neil is an Associate Professor Marketing at the Terry College of Business, University of Georgia. He investigates the measurement of marketing performance, the accounting/marketing interface, and the impact of non-standard decision making in commercial and political markets.
Neil is the Chair of the Marketing Accountability Standards Board advisors. He is co-author of Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (3rd edition) Wharton School Press and is co-author of a cartoon book: Behavioural Economics for Kids.
A New Type Of MBA
The people at LIFT Economy offer a new type of MBA. (Lift Economy includes Ryan Honeyman who co-wrote the B Corp handbook, see here). This Next Economy MBA aims to provide a different/better type of business education. MBA Advice The team covers some standard issues like pricing. The book rightly points out the problem that…
Academics Must Do Good Work To Be Relevant
Sustainability reporting is a major, and contentious, topic. I wholeheartedly encourage academics to engage in topics like this — they matter. In theory, such engagement makes academic work extremely relevant. Consultants produce reports but sometimes these are over-optimistic, biased, or just plain wrong. This means academics can have an important place in improving the quality…
Cancel Culture And Being Better
If you liked Greg Lukianoff and Jonathan Haidt’s The Coddling of the American Mind you will like Lukianoff’s new book (with Rikki Schlott this time) The Cancelling of the American Mind. I can say this with confidence, as it is a bit of a re-tread. To quote, the 90s English band Pulp, it’s “Like the…
Changing Marketing To Be Sustainable
Sustainability requires changes on several fronts. In business changes to supply chains are an obvious area to address. Marketing is another discipline with a key role in creating a more sustainable future. This is not least because it can help persuade towards both sustainable and unsustainable behavior. So how might we go about changing marketing…
Machine Learning Deployment
Eric Siegel has a book devoted to getting the best out of AI; specifically its prediction-related branch, machine learning. He gives lots of practical advice on machine learning development. How then to get the best out of your algorithms? Practical Advice On Machine Learning Deployment Siegel gives a way of thinking about machine learning development….
Criticizing Your Own Side
Political books can be a bit predictable. The challenge is often that right-wing people criticize the left-wing or left-wing people criticize the right-wing. This means you know where it is going before the book even starts. Depending upon your views, some comments might resonate more with you than others but the comments aren’t at all…
The ROI Of Customers
I am pleased to report that we have a new paper in the Journal of Interactive Marketing. My coauthors — Paul Farris, Raj Venkatesan, and Andrew Petersen — and I looked at the challenge of assessing the ROI of customers. One problem we saw was that marketers were getting misleading ROIs (returns on investment) for…
Managing Across Business Disciplines
One of the big challenges of running an organization is managing across business disciplines. That is one of the many insights shared in Stephen Diorio and Chris Hummel’s book Revenue Operations. Managing Across Business Disciplines The book I wrote with Shane (Xin) Wang — The Customer Asset — looked at the problem of customer valuation….
How To Make The World Better
Sustainability is about not infringing upon the future while delivering for those here now. The good news is that there isn’t necessarily a conflict between the two. Just because people get richer (current generation) doesn’t necessarily mean they need to do more damage to the future generations. Progress can happen without stealing from the future….
