Laurie Young, who died on 18th September 2013, aged 58, was a highly respected marketing practitioner, entrepreneur, consultant and writer. He was also a generous and much-valued member of Market Leader's editorial board and a regular contributor to its pages, as he was to Warc's series of Best Practice papers.
Merry Baskin & Laurie Young, WARC Best Practice, July 2016
This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
Laura Mazur, Market Leader, November 2013
This obituary is for Laurie Young, who died suddenly on 18th September 2013, at the age of 58. It covers his varied career in marketing, including his own company specialising in services marketing and his work as a consultant.
Laurie Young, WARC Best Practice, December 2011
Brand loyalty is a commonly-used marketing term which is not precisely defined or understood. Company after company has begun to focus on retaining existing customers as much as, if not more than, on gaining new ones.
Laurie Young, WARC Best Practice, October 2011
Behavioural marketing is the systematic attempt to understand people using ideas, concepts and models of human motivation and action drawn from disparate fields including psychology, consumer studies and economics.
Laurie Young, Market Leader, Quarter 3, 2010, pp. 42-46
In a world where added value services increasingly dominate, why is the marketing of technology services so underdeveloped, particularly in the B2B sector? Very little has been said about marketers who routinely deal with the work of engineers.
This article discusses the importance of customer service in developing a brand. There is a rich history of brands where service has been an integral part of their success, from Josiah Wedgewood in the 18th century to Richard Branson's Virgin Airlines.