Marketing and media's troubled future: Mark Ritson, LinkedIn-backed global think tank and IPA UK's Fran Cassidy have a solution

Short-term tactics have trapped marketers into just one ‘P’ – promotion – in marketing's “4P’s” lexicon of Price, Product, Place (distribution) and Promotion (communication). But even “Promotion" is in credibility decline with senior business management. In a tour de force for B2C and B2B profession