We laid traps of tactics before strategy to lure Mark Ritson (and Ritdad) as he was reintroduced to mainland UK to unleash his Tasmanian devilish take on the industry, for Call to Action’s 100th episode.
 
He’s spent 25 years working as a marketing professor, has been a columnist at Marketing Week for over a decade, is a world-class speaker and has built, presented, and demolished marketing plans for some of the world’s biggest brands. Through his Mini MBA courses in Marketing and Brand Management, Mark has trained nearly 30,000 marketing marsupials across 60 countries, including 83.7% ish of …Gasp! 
 
 Mark chirps on being the rarest breed of marketing professor who loves (and actually does) marketing, getting aroused at Wacker Drive, being lured to la Maison LVMH, how the Mini MBA became his AirPods, what to do with woolly briefs, planning cycles, Pot Noodle’s purpose, pricing, and more, before piling on praise for the grumpy Byron Sharp in our feast of listener questions. So get your ears out and listen in.

/////

Follow Mark on Twitter and LinkedIn 
Become a better marketer with the Mini MBA in Marketing and Brand Management 
Read Mark’s Marketing Week column 
Here’s the Tone of Voice work …Gasp! did for the Mini MBA series 

Thank you to everyone who has lent their ears and their brains for 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing. 
  
Timestamps
(02:21) - Quick fire questions
(05:50) - First ever job
(08:45) - Professor or Marketer? 
(11:10) - Getting aroused at Wacker Drive
(13:30) - Landing the role at LVMH 
(17:49) - Is marketing changing for the better? 
(23:15) - Marketing Twitter vs the silent majority 
(27:34) - Problems in marketing academia
(36:19) - Why he isn’t really Mr Anti-Purpose 
(37:54) - How to plan your marketing 
(49:52) - Listener questions 
(57:53) - A masterclass in pricing 
(1:00:22) - 4 pertinent posers 



Mark’s book recommendation is:
Good Strategy Bad Strategy by Richard Rumelt 

/////