Prospection, the act of looking forward in time, is a quintessentially human endeavour. In fact, some consider it the quintessential human endeavour.

'A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well' Jeff Bezos, CEO at Amazon

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’.