Playing to Win is indispensable for marketers in large companies who are trying to generate growth from mature brands.

This is the essence of digital, binary at its core, on and off states, the intellectual foundation of logic. But in our increasingly digital state, things aren't that simple.

Yet again, the internet presents legislators and regulators with problems that were never foreseen in pre-digital times.

Malcolm McDonald, Emeritus Professor at Cranfield University and author of a series of books on marketing planning makes the case for an increased focus on one specific aspect of the planning process in his new book, ‘Market Segmentation’.

‘Your name is down amongst the Black Hearts in the Black Book and this is to advise you and the like of you to make your wills……Ye have not done as ye ought. Swing.’

The story of the lost suitcase, the good Samaritan and the elephant in the room