Mark Ritson

Mark Ritson
  • Title: Professor | Global Brand Consultant | Author | Collumnist
  • Company: Virtual Professor

ABOUT MARK

A marketing and branding exper t for t he modern age who has inspired students and businesses alike wit h his dedicat ion t o his work as a columnist , consult ant
and professor .

With a portfolio of past clients including brands such as Pepsico, Glaxo SmithKline and Johnson & Johnson, plus an ongoing role at LVMH, there is no doubt that Mark Ritson can be considered a world-leading expert in marketing. His work as an advisor, professor, academic writer and columnist has seen him win numerous coveted awards and his knowledge relating
to branding is considered essential by businesses in diverse industries all over the world.

Now one of the most respected marketing experts in the world, Mark Ritson?s early interest in brands and branding saw him earn a Ph.D. in marketing from Lancaster University, focusing
on the social uses of advertising. This dissertation, entitled The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences earned him the prestigious Ferber
Award in the year 2000, an accomplishment which served as an indication of the reception which awaited him in his career. The way in which businesses made themselves known to
clients and customers was changing rapidly and they needed a new breed of expert; with his understanding of modern advertising and innate understanding of the customer psyche,
Ritson was an ideal candidate.

With his communication skills, affability and insight, Ritson makes an exceptional professor. He has served as a faculty manager at some of the worlds best known business schools and
is a sought after Master of Business Administration (MBA) teacher, specialising in brand management. Ritson has so far been a faculty member at Massachusetts Institute of Technology (MIT), London Business School, the University of Minnesota, and the University of Melbourne. Winner of three teaching awards, he is preparing future branding experts for a diverse and ever-changing role in which they will have to look to the future to help clients succeed in the present.

Ritson has acted as a consultant for numerous high profile brands, helping them to stay relevant to todays consumer base. PepsiCo, Johnson & Johnson, Glaxo SmithKline and Adidas
are just some of the businesses he has worked with. Through his years of work with the luxury group LVMH he has experience working with prestige brands such as Dior, Fendi,
Hennessey and Dom Perignon.

To share his in depth insight into the world of brands and marketing, Ritson writes a weekly column for Marketing Week magazine and for Australias Business Review Weekly magazine.
He contributes articles to academic journals such as Harvard Business Review, the Journal of Consumer Research and Sloan Management Review.

Ritsons recent work includes a customer research survey using Net Promoter Scores (a modern alternative to the traditional consumer satisfaction survey). The survey, which was
carried out with Australian companies, can help predict the future growth of businesses and provide valuable insight into customer perceptions. This method of ascertaining feedback and anticipating growth could prove useful brands the world over.

 

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