Mark Ritson: Understanding customers is marketers’ most misunderstood mission

Forty. Bloody hell! It’s an interesting milestone. Unlike other anniversaries such as your 18th or 21st that are largely ceremonial, you feel your 40th marching up the hill about six months before it arrives. It’s a proper thing. A line in the sand.
For Marketing Week it is a very important achievement. The world of marketing has changed so much in the past four decades that any brand that was created in 1978 to serve marketers and is still standing deserves a pat on t