Marketing Interview Index

Wally Olins is Chairman of Saffron Brand Consultants. Find out why the identity management process should be viewed as a potentially powerful corporate resource.

Randall White is a principal in the Executive Development Group LLC, based in Greensboro, North Carolina, and an adjunct instructor for Duke University's Corporate Education Program in Durham, North Carolina and London. Here, he talks about linking new product development to a company's strategic realities.

Kent B. Monroe is a leading consultant on pricing, marketing strategy and market research to corporations, governments and the United Nations. He has conducted training programmes for business, non-profits and universities in North & South America, Europe, Asia and Africa.

Kent Monroe has authored the leading text, Pricing: Making Profitable Decisions. As a consultant on pricing, marketing strategy and market research to corporations, governments and the United Nations, he has conducted training programmes for business, non-profits and universities in North & South America, Europe, Asia and Africa.

Andrew J. Buckley is Vice-President for Marketing & Strategy EMEA (Europe, Middle East & Asia) in the Global Commercial Card Division at American Express. He leads a team based in eight countries with responsibility for the company's marketing of its leading commercial card services across Europe.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Actively involved with industry, he has served as a consultant and advisor to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble, and SAB Miller.

Richard Guha is Chief Executive of the San Marino, California-based consulting group Max Brand Equity, Inc. He began his career in marketing at Procter & Gamble before moving on to serve as Chief Marketing Officer at sweets manufacturer Mars Inc. and telecommunications firm US West. As a recognized authority on brand management, Guha has advised Global 1000 companies including Coca-Cola, AOL and BMW.

Jean-Marc Lehu is Associate Professor in Marketing and Director of Advanced Graduate Studies in Logistics at Panthéon Sorbonne University, Paris 1. He lectures in marketing and communications at several other French management schools including HEC, ESCP-EAP and ESG. Here, he talks about the development, risks and potential rewards of product placement as an advertising technique.

Darrell Kofkin has dedicated his career to the marketing profession with a track record in marketing and professional development spanning over 17 years. In this interview he discusses his time at London Underground, his founding of London School of Marketing, and a new global professional development organization for the marketing profession.

Joseph A. Michelli, Ph.D., is an internationally sought-after speaker, organizational psychologist, and business consultant who has been described as "catching what is right in the world and playfully sparking people and businesses to grow toward the extraordinary." In addition to writing best selling books about enduring business principles, he hosts an award-winning daily radio programme in Colorado Springs, Colorado.

Now Managing Director of Walls A/S, Lars Thomassen started his career in advertising 30 years ago when he joined Bates in Copenhagen. He has been involved in communications ever since, serving as Chairman of the Danish Marketing Association from 1992 to 1996.

Speaker/Best Selling Author/Trainer/Consultant and Business Coach, Tim Connor is the President and CEO of Connor Resource Group and Peak Performance Institute. He has been a full time professional speaker and trainer since 1973, and he has given over 4,500 presentations in 21 countries, to a wide variety of sales, management and executive audiences.

Pat Fallon founded Fallon Worldwide in 1981 with the single-minded desire to stand for excellence, in the people hired, in the partnerships forged, in the work produced, and in the results achieved. To mark the 25th anniversary of the firm they founded together, Pat and Fred Senn have teamed up to write Juicing the Orange, a book about applied creativity to business problem-solving.

Peter Fisk is a highly experienced marketer who has spent many years working for the likes of British Airways, American Express, Coca-Cola, and Microsoft. He has also served as the CEO of the world's largest professional marketing organization, the Chartered Institute of Marketing. Find out what he has to say about his book Marketing Genius and the challenges facing today's marketers.

Leslie de Chernatony is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at the University of Birmingham. Author and co-author of numerous books and articles on brand management, Leslie de Chernatony has acted as a brand consultant to a wide range of organizations throughout the UK, Europe, Asia and the Far East.

Sharon Drew Morgen is the pioneer behind the visionary sales paradigm the Morgen Buying Facilitation Method®. As the architect of a wholly original sales model, Sharon Drew has provoked, inspired, and motivated thousands of sales professionals worldwide.

Nirmalya Kumar is Professor of Marketing, Director of the Centre for Marketing, and Co-Director of the Aditya Birla India Centre at the London Business School. He has worked with 50 Fortune 500 companies in 45 different countries as coach, consultant, and seminar leader. In this interview, Nirmalya Kumar discusses the need for marketers to assume the role of change agents.

William J. McEwen, Ph.D., is a Global Practice Leader at The Gallup Organization, where he consults with major clients on brand communications and brand equity management. Before joining Gallup, he spent 25 years in senior planning and account management positions with leading advertising agencies.

Jürg Dinner is Head of Corporate Communications at SWISS International Airlines. Prior to his current post, Jürg Dinner was Head of Corporate Communications at Coca-Cola Switzerland, a post he has held for the last two years. Prior to this, he spent a five-year period as Head of Business Communications at the BMW Group.

Derek Day is a founding partner of Passionbrand, a recently created marketing consultancy based in London. He has 30 years' experience working with brands, most recently as J. Walter Thompson's Worldwide Creative Director for Unilever with responsibility for all the company's major global brands. Learn about 'passionbrands' in this interview.

Robert Shaw is a leading authority on Value Based Marketing and Customer Relationship Management and in addition to his academic research programme, runs his own consultancy company after a number of years as head of Andersen Consulting's marketing practice.

Dan Steinbock focuses on the development and growth of mobile phone markets worldwide, the role of companies such as Nokia, and the recent prominence of Asian Pacific players. Here he looks at the impact of economic and cultural differences in the different markets, predicts future product trends and emphasizes the changing geography of innovation.

As president of VisionEdge Marketing, Laura Patterson has taught at Purdue University, Stanford University, St. Edwards University, and the University of Texas at Austin. She has lectured and published articles on branding, integrated marketing, communications and positioning, as well as authored VisionEdge Marketing's marketing primer, Gone Fishin'.

Patrick Barwise is Professor of Management and Marketing at London Business School (LBS) which he joined in 1976 following an early career with IBM. In this interview, read what he has to say about the need for marketers to refocus their efforts towards delivering what matters most to customers, rather than seeking a unique selling proposition.

Elinor Selame is an internationally recognized expert, author, speaker and consultant on identity, brand asset management and visual communications strategies. In this interview, find out what she has to say about why a company´s corporate identity is crucial and how it allows an enterprise to explain and differentiate itself from the competition.

Andy Owen is Managing Director of Andy Owen & Associates, a leading international marketing consultancy with over 22 years' experience working at the highest level for some of the world's best known companies and corporations. Read his frank and controversial opinions on CRM and also his views on modern marketing in general.

Geoffrey Moore is a best-selling author and venture partner at Mohr, Davidow ventures (MDV). Recognized for his expertise in market development, he serves as an advisor to many companies, drawing upon best practices derived from his extensive work with technology startups. Read what he has to say about high-tech markets, the Internet and marketing communications.

An interview with Clive Humby - chairman of dunnhumby, a customer insight specialist with clients including Tesco, Barclaycard, Gillette, BMW, and House of Fraser. Join Clive to learn what risks Tesco took in the launch of its loyalty scheme and what enabled it to succeed where so many others had failed.

Frederick B. Newell Jr. is CEO of Seklemian/Newell, International Marketing Consultants. He has worked with companies in numerous countries around the world including the USA, Canada, Australia, the UK, Brazil, Argentina and Uruguay, focusing on the development and management of customer relationship management strategies to strengthen customer loyalty and increase profitability.

Martin Lindstrom is recognized as one of the world's primary branding gurus. He is the author of several best-selling branding books including his latest, BRANDchild, which has been praised as "simply amazing" by icons such as Philip Kotler. Read what he has to say about some of the findings of his new book and the implications these have for manufacturers, marketers, and parents.

Professor A 'Parsu' Parasuraman has held the James W. McLamore Chair in Marketing at the University of Miami since 1994. He has received numerous awards including, most recently, the Academy of Marketing Science's 'Outstanding Marketing Educator' Award. Read what he has to say about the concept of techno-ready marketing and the implications of techno-readiness for marketers.

Russell Abratt is a Professor of Marketing at the Huizenga Graduate School of Business at Nova Southeastern University in Florida, USA. Read what he has to say about issues of ethical sensitivity in marketing and sales, the difficulties of ethical decision-making, and the conflicts and pressures facing salespeople and marketers.

Stanley Hollander was Professor of Marketing at Michigan State University from 1959 to 1991 and his career in the fields of retailing and marketing spans more than 50 years. Read what he has to say about the changes he has observed in retailing and marketing, how marketing concepts that are presented as 'new' are frequently anything but, and what he sees as the major challenges of globalization.

Professor Peter Turnbull is a leading scholar in international and industrial product marketing. Read what he has to say about business-to-business marketing, the importance of relationships, the impact of internationalization on business and the need for marketing academics to improve the transfer of knowledge to industry.

Professor Vern Terpstra is Professor of International Business, Emeritus, at the University of Michigan, USA. Read what he has to say about the major developments and challenges in the marketing field wrought by globalization, demographic trends, the Internet and ethical and environmental pressures.

Having taught at the universities of Arizona, Washington, Central Washington and Alaska Fairbanks, Mark Speece has worked in Asian countries since 1990. Read what he has to say about consumer buying behaviour in Asian markets, the impact of recessionary pressures and the professionalization of marketing.

Jagdish N. Sheth is Charles H. Kellstadt Professor of Marketing at the Goizueta Business School, Emory University, Atlanta, Georgia, USA. Read what he has to say about developments in marketing theory and practice, the challenge of the Internet and the impact of globalization on marketing practice.

James Espey has extensive international general management experience in branded consumer products. His 34-year marketing career began in South Africa where he worked for Spar (Pty) Ltd and then for the Coca-Cola Export Corporation. Read what he has to say about his international marketing career and his views on the challenges of globalization and future trends in marketing.

Dr Christian Grönroos is Professor of Service and Relationship Marketing at Hanken Swedish School of Economics in Helsinki. Read about The Nordic School of marketing thought, the concept of service management and issues of customer relationship management.

Jim O'Hern is Vice President of International Training and Organization Development for Marriott Lodging International, a division of Marriott International, Inc. Read what he has to say about the hotel group's international development over the past decade, emphasizing its focus on people and implications for their training and development.