Market Leader - Quarter 4, September 2009

Market Leader - Quarter 4, September 2009: www.warc.com/marketleader

Shareholder Value
Hugh Davidson argues that shareholder value is bad for marketing, available below as this issue's free article. Other papers look at the dangers of 'brand bubbles', sustainability and innovation, challenger brands and global marketing.

Free article:
> Shareholder value: the enemy of good marketing

In the September 2009 issue:

Editorial			Chopping Block
	Judie Lannon: A lesson in unintended consquences			Jeremy Bullmore: Morris dancing may not build brands

Viewpoint			Shareholder value
	Chris Halliburton: CEOs should manage brands in recession			Hugh Davidson: Shareholder value is an enemy of marketing

Brand value			Green ethics
	John Gerzema & Edward Lemar: Danger of ‘brand bubbles’			Laura Mazur & Louella Miles: Sustainability and innovation

Brand contact			Challenger brands
	Frank Harrison: Unravelling a Gordian knot of brand contact			Adam Morgan: How leaders can become challengers again

Seniors market			Recruitment
	Dick Stroud: Charmed generation - last of the lucky ones			Navjot Singh & Ana Maria Santos: How Shell recruited

Globalism			Speakers' Corner
	Nigel Hollis: Combining global brands and local culture			Michael Harvey: Client insight functions and recession

Market Leader on Warc

Warc subscriptions give online access to new and past issues of Market Leader magazine.

> Trial Warc now

Market Leader

Market Leader is the world’s leading strategic marketing quarterly published by Warc in association with the Marketing Society.

> Subscribe to Market Leader now

Marketing Society members receive Market Leader as part of their membership.

> More about Marketing Society membership

Editorial

Chopping Block

Viewpoint

Shareholder value

Brand value

Green ethics

Brand contact

Challenger brands

Seniors market

Recruitment

Globalism

Speakers' Corner