Personal development

How to get a marketing or PR job early in your career

‘I’ve applied for 100 jobs and not got an interview’. That was the headline on one BBC News story and certainly the experience is something that many people experience. What’s the cause? Well, the candidate is sending generic applications out of desperation. Here are some tips to make your applications more likely to succeed. Firstly, […]

Marketing strategy

Why top marketers turned their backs on segmentation

Segmentation is supposed to be a core building block of marketing, an idea pushed relentlessly by Philip Kotler, the economist who wrote the seminal marketing textbook. It even makes the very first, 1967 edition of his Marketing Management tome, when the fully formed theory of Segmentation, Targeting and Positioning was still to be invented. By […]