News from Cass Business School

Marketing guru leads Global Marketing Forum at Cass

Sunday, 20 September, 2009

Cass recently played host to the Global Marketing Forum 2009, an all day marketing conference attended by both academics and practitioners. Author of award-winning book Hidden in Plain Sight, Dr Erich Joachmisthaler, was the keynote speaker and gave an insightful speech on The New Role of Marketing'.
The forum was hosted by Cass as the academic partner of the Global Marketing Network. Guests were treated to ten guest speakers including Cass Professors Vince Mitchell and Robert Shaw, David Haigh, CEO of Brand Finance; Millicent Danker, Founder and CEO of Perception Management International; and Crispin Reed, Managing Director of Brandhouse.
The guest speakers spoke about a variety of marketing related issues such as the role of emotional competitive advantage, the role of social media optimisation and brands in a time of economic crisis. The conference also included a panel discussion chaired by Professor Mitchell and networking opportunities for guests. Books written by Professor Mitchell and Dr Joachmisthaler were also available for preview and were signed by the authors.
In addition to the Cass event, the World Marketing Forum 2009, organised by the Global Marketing Network takes place in Malaysia and Sri Lanka. The Global Marketing Network is the worldwide professional membership association for marketing and business professionals.
The organisation aims to be the world's largest, most innovative and most effective marketing association. Key activities include realising the aspirations of marketers worldwide, raising standards in marketing practice, putting marketers back in the boardroom and supporting today's global marketers.
Professor Mitchell says: The highlight of the day was our keynote speaker, Dr Joachmisthaler, who epitomises the best about good business schools, namely, he's an academic practitioner who brings intelligent and intellectual thinking into the workplace.

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