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Mark Ritson

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Associate Professor of Marketing and an Expert on Branding Voted Best Teacher at LBS (04), MBS (07, 08) & MIT Sloan (09)

Mark Ritson has a Ph.D. in Marketing and has been a faculty member at some of the world's leading business schools. He has taught MBA courses in brand management at London Business School, MIT Sloan, the University of Minnesota and the University of Melbourne in Australia - where he is an Associate Professor of Marketing. He is an acclaimed MBA instructor having won the teaching prize and all thre...

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...e of his last schools: LBS (2002), MBS (2008, 2009), MIT (2009).

Mark has worked extensively as a consultant for some of the largest brands in the world. His former clients included McKinsey, adidas, PepsiCo, Glaxo SmithKline, Eli Lilly, Johnson & Johnson, De Beers, Ericsson and WD40.

For eight years he has also served as advisor and in-house professor for LVMH - the world's largest luxury group - working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy.

In a recent national survey in the UK he was voted one of the country's most admired marketers.

An avid writer on branding, his prize winning column on the topic has appeared every week for the past 8 years in London's leading trade magazine Marketing and in 2009 he won Columnist of the Year in the British press awards, for his branding column.

His more scholarly publications include articles published in Sloan Management Review, Harvard Business Review and the Journal of Consumer Research.

Ritson won the 2000 Ferber Award, one of the most prestigious prizes Marketing, for his Ph.D dissertation on the social uses of advertising.

Mark officially lives in Melbourne, Australia but can usually be found somewhere in transit between there, Paris, London and Boston.

Hot Topic - on Customer Referrals and Future Growth

Ritson recently conducted a survey of Australian companies using a radical new approach to customer research known as Net Promoter Scores (NPS).

Aside from offering a valuable perspective on customer recommendations or advocacy, these scores also have a proven link to future business growth.  Based on the results of Ritson’s survey, several companies including Bendigo Bank, HSBC, Aldi, Australian Financial Review, Singapore Airlines and Google, are predicted to grow faster than their respective competitors. The survey also points to several organisations with very low scores who are likely to grow at a much slower rate than their competitors. These companies include Commonwealth Bank, NAB, Westpac, Ford, Holden, Saab, Medibank Private, Coles, Woolworths, Telstra and the Insurance Australia Group. 