Mark Ritson: Targeting or mass marketing? The answer is both

Mark Ritson debates Byron Sharp on mass marketing versus targeting at the Festival of Marketing 2017The ads for this year’s Festival of Marketing have sparked happy memories of last year’s event. The organisers asked me and my old arch nemesis Professor Byron Sharp from the Ehrenberg Bass Institute to close the conference with an animated debate about Sharp’s seismic impact on the field of marketing and, specifically, some of his more contentious evidence-based claims that I ha