APG Strategy Conference | On the Contrary
8 October 2018
Speaker: Mark Ritson, Adjunct Professor of Marketing at Melbourne Business School

Mark stated that marketing just needed to do marketing, but didn’t most of the time. Not difficult but not often done well. He urged a back to basics, linear approach of first diagnosing the problem, then developing a strategy, and finally working out the tactics to deploy. He rejected binary views of how things work and advocated ‘and not or’ in our thinking. He heaped praise on the work of Peter Field and Les Binet for their seminal work ‘The long and short of it’ as one example of non-binary thinking..

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