Table of contents

01

Case and practitioner insights
Systembolaget

Academic insight
Guest Lecture by Professor Michael Saren, School of Management, University of Leicester - Why is it Important to be Critical in Marketing?

02

Case and practitioner insights
Michelin Tyres

Academic insight
Dr Paul Baines, Cranfi eld School of Management, Cranfield University - Why Analyzing the Marketing Environment is the Key to Marketing Success

03

Case and practitioner insights
BRAND sense agency

Academic insight
Professor Jagdish Sheth, Emory University, USA - The Consumer Buying Psyche

04

Case and practitioner insights
i to i research

Academic insight
Dr Kelly Page, Cardiff Business School - How the World's Best Companies Use Market Research Effectively
Dr Nigel Bradley, Westminster Business School- "The Marketing Research Mix"

05

Case and practitioner insights
Innocent Drinks

Academic insight
Professor Nigel Piercy, Warwick Business School - The Rhetoric and Realities of Marketing Strategy
Professor Malcolm McDonald, Cranfield School of Management - Why Some Marketing Programmes Fail and Others Do Not

06

Case and practitioner insights
Stagecoach

Academic insight
Gareth Smith, Loughborough University Business School - Market Positioning and the UK Automobile Industry

07

Case and practitioner insights
Orange

Academic insight
Professor Stan Paliwoda, University of Strathclyde - Do Global Consumers Really Exist?

08

Case and practitioner insights
3M

Academic insight
Dr Stuart Roper, Manchester Business School - A Brief History Of Branding

09

Case and practitioner insights
P&O Ferries

Academic insight
Tom Chapman: University of Portsmouth - Pricing: marketing's forgotten holy grail

10

Case and practitioner insights
London Eye

Academic insight
Chris Fill, Managing director of Chris Fill Associates - "The Changing Nature of Marketing Communications" and "The Role of Marketing Communications in Relationship Marketing"

11

Case and practitioner insights
ZSL London Zoo

Academic insight
Beth Rogers, University of Portsmouth - Issues in Sales Management and Planning
Professor Denis Sadler, Pace University, USA - Planning and Implementing a Marketing and Communications Campaign (Ambush Marketing)
John Egan, Middlesex University Business School - To Integrate or not to Integrate your Marketing Communications?

12

Case and practitioner insights
HMV

Academic insight
Dr Fiona Ellis-Chadwick, Loughborough - How IT Has Transformed Retail Marketing

13

Case and practitioner insights
MOLLY MAID

Academic insight
Professor Christine Ennew, Nottingham University Business School - The Importance of Quality and Experience in Services Marketing

14

Case and practitioner insights
Reed Smith

Academic insight
Professor Caroline Tynan, Nottingham University Business School - Managing Buyer-Seller Interactions to Achieve Marketing Success

15

Case and practitioner insights
RAKBANK

Academic insight
Professor Hugh Wilson, Cranfield School of Marketing, Cranfield University - Actioning Customer Insight: the 6 Is of CRM

16

Case and practitioner insights
Oxfam

Academic insight
Claire Routley, University of the West of England - Developing Relationships with Donors

17

Case and practitioner insights
Social media

Academic insight
Dr Mairead Brady, Trinity College Dublin - New Technology and Marketing

18

Case and practitioner insights
Livity

Academic insight
Dr Pamela Odih, Goldsmiths, University of London - Advertising and Postmodern Consumer Culture

19

Case and practitioner insights
The Co-operative Bank

Academic insight
Dr Andrea Prothero, University College Dublin - Why Ethics in Marketing is More Important Than Ever Before