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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.

Museum of Brands

111-117 Lancaster Road, London, W11 1QT

02072439610

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Opening times

Monday - Saturday: 10:00 - 18:00 Sundays and Bank Holidays - 11:00 - 17:00


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