What you will learn?
What we can learn from a brief review of the past 50 years of marketing
The pointlessness of profit and loss accounts in the absence of market-based information
The myth of the rational consumer
The nonsensical notion of delighting customers
What shareholder value added (SVA) is and how to calculate it
The role of powerful brands in creating SVA
How to measure the effectiveness of brand expenditure using the right metrics
Appendix containing post-lecture exercises for delegate
The Museum's professional development programme is generously supported by The Marketors' Trust.