marketing – Mike Berry Associates

How can CMOs earn their place in the C-Suite?

The 4Ps… Most marketers have heard of them at some time. It’s almost a cliché – like SWOT and PESTEL, we all know them and some of us teach/train them…
Many students (and even lecturers/trainers) attribute the 4Ps to Philip Kotler or some other modern-day Guru of marketing, but in fact the credit goes to E. Jerome McCarthy; in 1960 he coined the term The Marketing Mix comprising: Product, Price, Place and Promotion
Professor Kotler has been a champion of the 4Ps in his numerous influential marketing books. In 1981, Booms and Bitner proposed a model of 7 Ps, adding Process, People […]

Awareness or response?

At the risk of stating the obvious, advertising is changing.

Today I saw an ad on the London Underground for Abbey Bank (part of Santander group). They currently probably wish they were still a Building Society like good old Nationwide (whose current advertising seems to be suggesting they are too boring to take any risks with your money). However this is by the by.

I don’t remember much about the ad but I did notice the call to action:

“Visit your local branch or abbey.com”

6 words.

Hurrah! At last we seem to be freed […]