In this article, Tim Ambler, of the London Business School, discusses the future of marketing. He argues that brand managers have always included some of the most talented people in business and, although complexity and the need for accountability are not going to decrease, the industry will find ways to cope.
Brand management: then and now
Tim AmblerLondon Business School
Marketing has become far more professional in the 50 years since the Marketing Society was founded. This article takes a look at that development in order to speculate about where marketing...
