Mark Ritson is an Associate Professor of Marketing and an Expert on Branding.
Voted Best Teacher on the MBA programs at LBS, MBS & MIT Sloan. Published in Journal of Consumer Research, Sloan Management Review & HBR. Columnist for Marketing Week, twice voted Columnist of the Year in the PPA British magazine awards.
Customers continue to demand greater value at ever-lower prices.
For mining giant BhP Billiton the decision not to announce a new brand name for their newly spun off mining company has cost them dear, with the launch of South32 have they cracked it?. [Click to Continue]