Mark Ritson - bonus material from MaM2

Small brands love to learn from big ones, but according to Mark Ritson they are playing a different game. Mark is a former marketing professor and the creator of the Mini MBA in Marketing. In this bonus interview, filmed for the documentary Making a Marketer 2, he explains why brand size is the biggest advantage in marketing and what to do when you don't have it.

You'll learn how a small business can define its own mass market by geography, subcategory or segment, where Mark disagrees with the Ehrenberg-Bass Institute, and why ROI works for performance campaigns but fails for brand building. Mark builds a one-page strategy from three questions, explains how to defend a brand budget in front of the business, and argues that marketers underestimate product and pricing.