I always start my marketing classes with an online survey asking students what words come to mind when they think of the discipline. Without fail, I get a nice word cloud with one term towering above all the others: 'advertising'. This gives me a satisfying moment for my ego to explain that it's not that at all, and that marketing is infinitely more than its most visible component: strategic marketing, market selection, micro-segmentation, positioning, the 4Ps, 4Cs, SAVE, etc

To misname things is to add to the world's misery, as Albert Camus once said. However, there is often confusion between the notions of...

On the occasion of the 'Belgian Marketing Awards', a short video calling on marketers to mobilize for positive change...are you in?...