Sex in the Fast Lane

Marketers tend to see their own field very differently from customers, and that costs them. Mark Ritson, a former business-school marketing professor who now advises big brands from Australia, opens by ditching his placeholder title, Sex in the Fast Lane. Instead he walks through the six or seven things he thinks matter most in marketing right now, drawing partly on his own analysis of 50 years of the Effie Awards.

You'll learn why market orientation is the starting point for everything, why companies still spend nearly all their money on short-term activation despite The Long and the Short of It, and why mass marketing beats targeting in the Effies data. Mark explains two-speed targeting, the difference between differentiation and distinctiveness through Sephora, Corona beer and Veuve Clicquot, and the three questions every brand strategy has to answer.