Mark Ritson - On the Contrary at the APG Strategy Conference

Marketing professor Mark Ritson stated that marketing just needed to do marketing, but didn't most of the time. Not difficult but not often done well. He urged a back to basics, linear approach of first diagnosing the problem, then developing a strategy, and finally working out the tactics to deploy. He rejected binary views of how things work and advocated 'and not or' in our thinking. He heaped praise on the work of Peter Field and Les Binet for their seminal work 'The long and short of it' as one example of non-binary thinking. His lecture at the APG Strategy Conference, October 8, 2018. A long view to watch!

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