Michiel van de Watering has a book on the accountability of accountable marketing. In this, he analyses some of the pitfalls of current marketing planning. He also outlines some potential for improvement. The State Of Accountability In Marketing It gets right into the action with the foreword (by Guy Powell) asking an extremely pertinent question….
Marketing Response To Stock Market Pressure
What is the marketing response to stock market pressure? Myopic Management Myopic management/marketing is the tendency to focus on short-term gains at the expense of long-term profits. It can occur for a number of reasons. Yet, at its heart, pressure from Wall Street appears to drive myopia for public companies. Certainly, many scholars subscribe to…
The Benefits And Challenges Of Customer Valuation
V. Kumar is probably the most published author in marketing (strategy). (2021 update, he is in the premier journals see here). He was editor of the Journal of Marketing (JM) until recently and is best known for his work in customer-based marketing analysis. In a piece in JM he outlines a number of ideas and…
What Do Marketing Researchers Research?
It is an important question, at least for academics. What Do Marketing Researchers Research? Doctor Know Thyself Academics love studying themselves. To this end, Cho, Fu, and Wu have dissected what academic marketing researchers have been up to for the past twenty years (1995-2014). They wrote up their results in a recent paper in the…
Successfully Managing At The Marketing Finance Interface
Keith Ward in his great book Marketing Finance addressees success factors in managing at the marketing finance interface. The Future Is What Matters Ward starts by noting that historical analysis can’t change the past. Okay, that is pretty obvious. The implication is important, however. Historical analysis is mostly only useful if it “can be applied to…
Classifying Marketing Investments As Expenses
For this week and next I will look at an excellent book – Marketing Finance – by Keith Ward. He has taught at Cranfield amongst other places. (There are later editions with new co-authors — but reading different editions of the same book too close to each other is a bit too much even for…
Business School Academia And The Craft Guild
Business schools are strange places to work. They are part of universities but it certainly seems like they never totally belong. What then do we know of business school academia and the craft guild? Business School Academia And The Craft Guild Other academics (indeed a fair number of business academics), rightly or wrongly, may see…
A Holmesian Dual Process Model
Dual system approaches are all the rage in psychology. A popular book suggests a Holmesian dual process model. Dual Process Models The idea is that our brains use two separate processes to come to decisions. I don’t think anyone literally thinks there are just two separate systems as such. The brain is massively complex with…
Do Facts Matter To Persuasion?
One of the major debates in marketing is: Do Facts Matter To Persuasion? The good news is that it will never be finished. Sometimes they do, sometimes less so is probably the answer. Still, it generates debate. Understanding People Who Don’t Think Like Us I really wanted to like Scott Adams’ Win Bigly. What was…
Faulty Sums and Accounting
I enjoy a good polemic and Keron Bhattacharya’s book on Accountancy is certainly that. A generation old now but many of the points remain. (Although the acronyms for the UK accounting standards and accounting bodies have all changed). As an accountant himself (member of CIMA) he isn’t very happy with the way accountants were doing…
