WVU Marketing Communications Today

Guy Kawasaki is an award-winning author, accomplished evangelist and world-renowned speaker. He did not invent secular evangelism, but he popularized it. This goes back to 1983 and his work with the Macintosh division of Apple. He is the author of fifteen books used in some of the finest academic institutions in the world and have been both New York Times and Wall Street Journal bestsellers.

Guy is on a mission to help us be remarkable and enchanting. In our conversation, he shares tactical and practical tips for how to accomplish this. Take a listen and hear about how the power of the Duchenne smile and a firm handshake. Guy shares his philosophy on how evangelists are made, not born. It is quite a ride, so buckle up and take a listen.

About our Guest:

Guy Kawasaki iis the chief evangelist of Canva and the creator of Guy Kawasaki’s Remarkable People podcast. He is an executive fellow of the Haas School of Business (UC Berkeley), and adjunct professor of the University of New South Wales. He was the chief evangelist of Apple and a trustee of the Wikimedia Foundation. He has written Wise Guy, The Art of the Start 2.0, The Art of Social Media, Enchantment, and eleven other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College.

WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

Professor Kotler, recognized as one of the world’s leading marketing thinkers, has been called The Father of Modern Marketing.

When in 1967 Professor Kotler published his groundbreaking book Marketing Management, now in its 16th edition, he changed the perception of marketing forever. He elevated the field of marketing, adding flesh and blood to what economists started, and turned it into a serious discipline. Ninety books later, Professor Kotler continues to impress and educate. Anyone who has studied marketing has read him, and some very lucky few have been able to attend his classes at the Kellogg School of Management.

In our conversation with this Marketing Legend, Professor Kotler explained his view that business exists primarily to serve. Making money is only a secondary factor. He also explores the evolution of the 4 P’s into the 7 P’s, which he will be publishing soon. In our stimulating conversation, he told us that it was his early exploration of equity and wealth distribution that led him to the field of marketing. We also discovered his mentors, including Peter Drucker, his hero. Take a listen to Kotler’s definition of the “Wicked Seven” problems that face us today, and hear why he believes there are “many rooms in the Mansion of Marketing.”

About our Guest:

Philip Kotler is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management at Northwestern University. Kotler’s book Marketing Management is the most widely used textbook in marketing around the world. This is his story – How a Ph.D. economist from M.I.T. became the world’s leading marketing authority, the Father of Modern Marketing.

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the J. L. Kellogg School of Management. He has been honored as one of the world’s leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from 22 universities including Stockholm University, the University of Zurich, Athens University of Economics and Business, Budapest School of Economics and Administrative Science, the Kracow School of Business and Economics, and DePaul University.

He is author of over one hundred and fifty articles and 90 books, including Principles of Marketing, Marketing for Hospitality and Tourism, Strategic Marketing for Nonprofit Organizations, Social Marketing, Marketing Places, The Marketing of Nations, Confronting Capitalism, Democracy in Decline, and Advancing the Common Good. His research covers strategic marketing, consumer marketing, business marketing, professional services marketing, and e-marketing. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and others. He has lectured several times in Italy, Sweden, China, Japan, India, Indonesia, Australia, Mexico, Brazil, Chile, and many other countries.

WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

Fred Reichheld really needs no introduction, but here are some highlights. The founder of quantitative loyalty, Fred is best known as the creator of the Net Promoter® system of management used worldwide as THE loyalty predictor in business. According to The New York Times, he put loyalty economics on the map. But while he was trained in economics and is known for his work in quantifying the link between loyalty and profits, in this conversation Fred really wants us to focus on why it makes sense to treat people right. Listen in to hear why making shareholders rich is not the main purpose of companies – it is actually enriching people’s lives. And wait until you hear his views on how NPS has been misused by many!

About our Guest:

Fred Reichheld is a Bain Fellow and founder of our Loyalty practice, which helps companies achieve results through customer and employee loyalty. He is the creator of the Net Promoter® system of management.

His work in the area of customer and employee retention has quantified the link between loyalty and profits. Fred's books, The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value (HBSP 1996); Loyalty Rules! How Today's Leaders Build Lasting Relationships (HBSP 2001); The Ultimate Question: Driving Good Profits and True Growth (HBSP, 2006) and The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer Driven World (HBR Press) have each become best sellers.

In his most recent book, Fred reveals how NPS practitioners including Apple Retail, Philips, Schwab, Allianz, American Express, and Intuit, have used the Net Promoter System (NPS) to generate extraordinary results. He explains how NPS helps companies become truly customer-centric, unleashing profitable growth through systematically converting more customers into promoters and fewer into detractors.

WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

If you’re looking for ideas for how to live a better life, and expand your career prospects, you must listen to our conversation with the brilliant marketing thinker and futurist, Rishad Tobaccowala. Rishad shares his secrets for career success and the six skills every business person must possess (Hint: It’s a twist on the 3 C’s), as well as the dangers of your own echo chamber, and how to give and receive feedback in an age of diversity. Bonus: Listen in to find out what TV series Rishad claims is the “best ever.” At the end of the 30 minutes, you’ll be eager to sign up for his weekly Substack newsletter, “The Future Does Not Fit In the Containers of the Past.”

About our Guest:

Rishad Tobaccowala is an author, speaker, teacher, and advisor with four decades of experience specializing in helping people, organizations and teams re-invent themselves to remain relevant in changing times. He specializes in unleashing talent and turbo-charging productivity by delivering perspectives, points of view, provocations and plans of action but no PowerPoints!

Rishad’s best-selling book “Restoring the Soul of Business: Staying Human in the Age of Data” was published globally by HarperCollins and focusses on helping people think, feel, and see differently about how to grow their companies, their teams and themselves in transformative times. The Economist Magazine called it perhaps the best recent book on stakeholder capitalism and Strategy Magazine named it among the five best business books and the marketing book of the year. Rishad’s weekly thought-letter, “The Future Does Not Fit in the Containers of the Past” is read by over 30,000 leaders every week across industries and around the world. Rishad is currently working on his next book to be published globally by McGraw-Hill in 2024 tentatively titled “Re-Thinking Work” which will help leaders and companies adapt to the coming new world of work which is far more than the challenges of remote but will include demographic changes, AI and much more. Rishad is also the host of “What Next?” a podcast where he speaks with a range of leaders across business, technology, academia, and the arts on how to make sense of the cultural, social, and business changes transforming us all.

WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

Susan Kryl is a legendary direct marketer with two pieces of advice for marketers everywhere. First, use the “Day in The Life” technique to gain deep customer insight for building your marketing strategy. Second, “Learn, teach and mentor,” in order to keep up to date and give back to the world. (Advice she offers even for new entrants to the field.) Join us in a lively conversation about how Susan climbed the agency ladder to the very top, and later became a mentor to many who then did the same. Susan also shares the fascinating story of having created a win-win strategy for marketing education at DePaul University by assigning students to develop marketing plans for Chicago-area not-for-profits.

About our Guest:

Susan Kryl's experience ranges from healthcare branding for Children’s and Northwestern Memorial Hospitals to minority marketing programs for Verizon, and to technology and financial services product launches for Informatica, RCN, GE Financial Services, and Dean Witter.

Her initiatives have also included consulting with Singtel in Singapore, and the introduction of the Discover Card with the J. Walter Thompson team in Chicago, where she led the response marketing group, JWT Direct, before founding her eponymous strategy/marketing/creative company 30 years ago.

Her leadership roles in the advertising community include terms as president of the Woman’s Advertising Club (WAC) and the Chicago Association of Direct Marketing (CADM). She also chaired Direct From The Heart (DFTH), a unique CADM program that acted as a clearinghouse between Chicago non-profits and marketing professionals and recognized the pro bono work of members.

Susan, an ardent music lover, served more than two decades as an active member of the Lyric Opera of Chicago’s Guild Board of Directors, including several terms on the Executive Committee.

WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

Longtime Northwestern Kellogg school professor Louis W. Stern, back in 1977, published the top textbook about distribution channel strategy, also known as “pull marketing.” Since then he’s been the go-to guru in this important one of the 4 Ps. Join us to learn Lou’s key insights into how to determine the best way to go to market, and to manage your channels effectively. You’ll also learn why he believes that omnichannel is the most exciting new development in the field, and the correct response to changing buyer behavior. Lou is now retired and playing tennis in Tucson. A lucky man, and a legend of marketing you’ll want to know.

About our Guest:

Louis W. Stern is the John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management of Northwestern University. Professor Stern joined the Northwestern faculty in 1973.

Prior to that, he was Professor of Marketing at The Ohio State University. He was appointed to the Ohio State faculty in 1963 after having spent two years at the industrial research firm Arthur D. Little, Inc., Cambridge, Mass. From January 1965 until June 1966, he served as a principal economist for the National Commission on Food Marketing in Washington, D.C., and during the 1969-70 academic year, he was a visiting associate professor of business administration at the University of California, Berkeley. From 1977 to 1980, he served as Chairman of the Department of Marketing at Northwestern, and from 1983 to 1985, he was Executive Director of the Marketing Science Institute, Cambridge, Mass. During the 1984-85 academic year, he was the Thomas Henry Carroll Ford Foundation Visiting Professor at Harvard Business School. From 1998 to 2001, concurrent with his position at Northwestern, he was appointed a visiting scholar at the Haas School of Business at The University of California, Berkeley. From 2004 to 2006, he was designated the Dorinda and Mark Winkelman Distinguished Scholar at The Wharton School of the University of Pennsylvania, a Senior Fellow of the Wharton School, and co-director of Wharton’s Jay H. Baker Retailing Initiative, positions he held in addition to the John D. Gray professorship at Kellogg.

WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

Marketing legend Shelly Lazarus has been described as one of the most powerful executives in advertising and named one of the Top 50 Business Women. One of a mere handful of female graduates from Columbia University with an MBA in the early 1970s, Lazarus propelled herself through the corporate world to become chairman and CEO of the billion-dollar advertising agency Ogilvy & Mather. Shelly was way ahead of her time, stressing the need for balance between work and family life while simultaneously creating an integrated multimedia advertising giant that delivered results for brands. In our conversation, Shelly shares some of her memorable career war stories, and advice for today’s emerging advertising leaders. Join us!

About our Guest:

Shelly Lazarus has been working, as she would say it, “In the business I love,” for more than four decades, almost all of that time at Ogilvy.

Shelly rose through the ranks of Ogilvy & Mather assuming positions of increasing responsibility in the management of the company, including president of O&M Direct North America, Ogilvy & Mather New York and Ogilvy & Mather North America. She was named worldwide CEO of Ogilvy & Mather in 1996 and Chairman in 1997. She became Chairman Emeritus in July 2012.

Shelly started at Ogilvy at a time when the agency’s legendary founder David Ogilvy still walked the halls, and personally preached that the purpose of advertising was to build great brands. Under Shelly’s leadership, that essential mission has remained the centerpiece of the company’s philosophy, extending across regions and marketing disciplines, and attracting some of the world’s largest and most respected brands including American Express, BP, Coca-Cola, IBM and Unilever among many others.

WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

In this special edition of Marketing Horizons, hosts Ruth Stevens and Cyndi Greenglass review the 2022 marketing trends that are sure to impact marketers this year. Some fads have already faded, but some new ones will continue to disrupt and drive business results throughout 2023. And a bonus: Are you thinking about how to up level your career this year? Ruth Stevens and Cyndi Greenglass also give us a preview of the exciting careers emerging for marketers.

WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.