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Showing episodes and shows of
Andrew Mitrak
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A History of Marketing
Bill Moult: The Marketing Science Institute & Connecting Research to Results
A History of Marketing / Episode 23This week, I'm joined by Bill Moult, an entrepreneur and executive who spent his career at the center of the marketing data revolution. Bill has served as CEO and President of companies central to advertising research, new product forecasting, brand metrics, and media measurement.Bill also served as President of the Marketing Science Institute, an influential non-profit that bridges the gap between marketing academics and practitioners to drive business performance.Listen to the podcast: Spotify / Apple Podcasts / YouTube PodcastsIn this conversation, we explore Bill’s hi...
2025-06-26
54 min
A History of Marketing
Ian Leslie: The Beatles' Marketing Genius
A History of Marketing / Episode 22Today marks Sir Paul McCartney’s 83rd birthday. To celebrate, I’m publishing my excellent interview with Ian Leslie. Ian’s the author of the New York Times bestseller: John & Paul: A Love Story in Songs, published in April.It’s my favorite book I’ve read this year. It tells the story of the creative partnership at the heart of the most influential band in history. I’m pretty familiar with Beatles’ story, but this book tells the story in an intimate way. I laughed, I cried, and I didn’t want to...
2025-06-18
53 min
A History of Marketing
Rachel Kennedy: The Legacy and Impact of The Ehrenberg-Bass Institute
A History of Marketing / Episode 21This week, I'm delighted to be joined by Professor Rachel Kennedy, Associate Director (Product Development) of the renowned Ehrenberg-Bass Institute.The Ehrenberg-Bass Institute for Marketing Science is a leading organization in research on how to grow brands. Professor Kennedy herself ranks globally in the top 1% of advertising researchers and is highly regarded for her work in bringing evidence-based research into tangible marketing practice.In our conversation, Professor Kennedy shares fascinating insights into the work of marketing science pioneers like Andrew Ehrenberg and Frank Bass, and the founding principles...
2025-06-12
48 min
A History of Marketing
Richard S. Tedlow: The Story of Mass Marketing in America
A History of Marketing / Episode 20This week, I'm thrilled to be joined by Richard S. Tedlow, the MBA Class of 1949 Professor of Business Administration Emeritus at the Harvard Business School. Professor Tedlow is a renowned specialist in the history of business, an acclaimed author, and a truly engaging storyteller. Tedlow also the author behind the popular Substack, Dystopias and Demagogues.After dedicating over three decades to teaching and research at Harvard, he was recruited by Apple to become a member of Apple University, the company's prestigious executive education arm, further cementing his expertise at the intersection of...
2025-06-05
58 min
A History of Marketing
Laura Ries: Pioneers of Positioning and the Immutable Laws of Branding
A History of Marketing / Episode 19This week I’m excited to be joined by Laura Ries, a leading marketing strategist, speaker, and bestselling author. Laura is also the daughter of Al Ries (1926-2022), the legendary marketer who's best known for popularizing the concept of positioning, along with his partner and co-author, Jack Trout (1935-2017). Laura and Al Ries co-founded RIES, the global positioning strategy & consulting firm and co-authored several books together including The 22 Immutable Laws of Branding, The Fall of Advertising and the Rise of PR, and The Origin of Brands.We...
2025-05-29
54 min
A History of Marketing
Nino Carvalho: More Marketing, Less Guru
A History of Marketing / Episode 18This week, I'm thrilled to welcome Nino Carvalho, a professor, author, and marketing consultant based in Portugal.I actually discovered Carvalho and his work thanks to a podcast listener who brought him to my attention via a YouTube comment. After connecting with Nino and reading translations of his publications (he primarily writes in Portuguese), he has become an inspiration for me and my exploration into marketing history.Nino stands out as one of the few marketing educators I've encountered who passionately emphasizes the importance of marketing history in...
2025-05-22
1h 13
A History of Marketing
Reflections and Lessons from the first months of ‘A History of Marketing’
A History of Marketing / Episode 17This week we're mixing up the usual format. I've been publishing this podcast for a few months now, so I thought this would be a good time to reflect on the conversations I've had so far, talk about what I've learned, and share a behind-the-scenes look at how the podcast is going. Spoiler alert: I think it's going great.I recruited my friend Scott Morris, Creative Director at Waka Seattle to interview me about the podcast.Scott is an incredibly talented documentary filmmaker who always asks...
2025-05-08
37 min
A History of Marketing
T. Bettina Cornwell: The World of Sports Endorsements and Sponsorship-Linked Marketing
A History of Marketing / Episode 16Tune into any major sporting event, and corporate sponsorship saturate the screen. Colossal logos sprawl across stadium rooftops. They adorn the smallest patch on a player's jersey. From pre-game shows to post-game analysis, from breakfast cereal to beer cans, from charitable causes to gambling apps, sponsorships are inseparable from sports.Sports and sponsorship are so interwoven, it’s easy to think it was always this way. But it’s a relatively new phenomenon. It doesn’t happen naturally either. Behind the scenes marketers, brands, teams, and athletes navigate complex sponsorship-linked market...
2025-05-01
31 min
A History of Marketing
Gabriele Carboni: The Marketing Book Endorsed by Pope Francis, Italian History, and Impact Marketing
A History of Marketing / Episode 15This is not a current events podcast, but this episode is more timely than usual.I’m joined by Gabriele Carboni, a marketer, author, consultant based in Italy. I met Carboni through Philip Kotler. Together they co-authored the book, “Enlightened Management” which is about how Impact Marketing can have a positive impact for people and the planet.Gabriele Carboni is probably the only marketer to have a book endorsed by the late Pope Francis. The Vatican issued this comment on Carboni’s book, “Civil Economy.” (Translated from Italian) “His H...
2025-04-24
41 min
A History of Marketing
Mark Tadajewski: Myth Busting, Mind Reading, and Rethinking Marketing's Origin Story
A History of Marketing / Episode 14If you listened to my first podcast with Philip Kotler, you heard Phil discuss marketing emerging in the early 1900s as a form of “applied economics.” This week, my guest Mark Tadajewski shares research that casts doubt on that version of events, revealing a narrative of early marketing history that is much more complex than the traditional story and veers into surprising, supernatural territory.Mark Tadajewski is Professor of Marketing at The Open University and Editor-In-Chief of the Journal of Marketing Management. He’s a marketing historian that I admi...
2025-04-17
1h 09
A History of Marketing
Louis Stern: Marketing Channels, Power, and Conflict
A History of Marketing / Episode 13"Place" might be the most often overlooked of the four P’s in the marketing mix, but it encompasses channels and distribution. Power dynamics and conflicts between companies (and sometimes within them) shape how products reach their customers. Few have influenced our understanding of marketing channels more than Louis Stern. Lou is the John D. Gray Distinguished Professor Emeritus at Northwestern's Kellogg School and the namesake of the American Marketing Association's Louis W. Stern Award, which recognizes contributions to marketing and channels of distribution.Lou is also the author of bo...
2025-04-10
26 min
A History of Marketing
George Day: Market Driven Strategies, “Where to Play and How to Win.”
A History of Marketing / Episode 12“My philosophy about the marketing function is that it's the interface between the organization and its markets.” - George DayThis week, we’re joined by Professor George Day, a renowned author, educator, and researcher. Day is the Geoffrey T. Boise Emeritus Professor at the Wharton School of the University of Pennsylvania, where he founded the Mack Institute for Innovation Management. Day co-authored Marketing Research with David Aaker and V. Kumar, who were previous podcast guests. However, Day perhaps best known for his work on strategy. We spe...
2025-04-03
23 min
A History of Marketing
Giana Eckhardt: The Origins of Branding in Imperial China
A History of Marketing / Episode 11When and where did modern branding really begin? The usual narrative suggests it started during the Industrial Revolution, when the UK and the US began mass producing goods.This week, we’re challenging that story with my guest Giana Eckhardt, Professor of Marketing at King's College London, whose research reveals sophisticated branding practices thrived in Imperial China centuries before the Industrial Revolution.Early examples of Chinese brands like the "White Rabbit" show how sophisticated targeted marketing and brand symbolism are much older than originally thought. ...
2025-03-27
33 min
A History of Marketing
Sergio Zyman, Part 2: New Coke and "The End of Marketing as We Know It"
A History of Marketing / Episode 10 (Part 2)“Some critics will say Coca-Cola has made a marketing mistake, and some cynics say that we planned the whole thing. The truth is we're not that dumb, and we're not that smart.” - Don Keough, Former President of Coca-Cola in 1985We go beyond the headlines of New Coke and hear Zyman’s first-hand account of:The Internal Battles: How resistance to changing Coca-Cola's iconic (but stale) advertising led to the fateful decision to change the product itself.The Research Blind Spot: Why focusing solely on taste...
2025-03-20
36 min
A History of Marketing
Sergio Zyman, Part 1: “The First Chief Marketing Officer”
A History of Marketing / Episode 10 (Part 1)“Marketing is about selling more stuff to more people more often for more money more efficiently. That's what marketing is.” - Sergio ZymanThis week, I’m joined by a marketing iconoclast: Sergio Zyman. Wikipedia describes Zyman as being “best known as the marketer behind the failed launch of New Coke and the success of Diet Coke, Fruitopia, Surge, and ad campaigns such as "Coke Is It."Zyman rarely gives interviews, and the few that are available tend to focus on the New Coke saga, which is frequently described as one of t...
2025-03-13
40 min
A History of Marketing
Dr. Robert Cialdini: “The Godfather of Influence” on the Seven Principles of Persuasion in Marketing
A History of Marketing / Episode 9This week, I sit down with Dr. Robert Cialdini, a NYT bestselling author and Regents Professor Emeritus of Psychology and Marketing at Arizona State University. Cialdini is regarded as “The Godfather of Influence” and The Harvard Business Review describes him as “the foremost expert on effective persuasion.”This is a special conversation for me. Cialdini’s 1984 book “Influence: Science and Practice” is a book I’ve revisited over my career, and I’ve recommended it to several marketing colleagues. Speaking directly with Cialdini was a true honor. He’s given a handful of...
2025-03-06
52 min
A History of Marketing
Dr. V. Kumar: Marketing Research and the Data Revolution
A History of Marketing / Episode 8“Anytime there was a budget cut, marketing was cut first. So I took it personally to make executives believe marketing is an investment, not an expense. The only way you can prove that is to show the ROI of marketing.” - V. KumarThis week, we have a marketing titan joining us: Dr. V. Kumar, also known as “VK.” He's among the most cited and influential scholars in the field of marketing. He has published over 300 scholarly articles and 35 books. VK’s has been recognized with over 20 Lifetime Achievemen...
2025-02-27
40 min
A History of Marketing
Dr. Jagdish Sheth: Buyer Behavior and the Evolution of Marketing Theory
A History of Marketing / Episode 7“Consumers don't make choices. They reduce choices.” - Jag ShethThis week my guest is a marketing legend, Dr. Jagdish Sheth. Dr. Sheth is a renowned scholar and has published more than 300 research papers and over 30 books. He’s the namesake of the Jagdish Sheth School of Management and recipient of the Padma Bhushan—the third-highest civilian honor awarded by the Government of India.In our conversation, we dive into the influence of psychology on marketing, Jag’s contributions to consumer behavior, and Sheth’s incredible life and career. ...
2025-02-20
28 min
A History of Marketing
Shelley Spector: Early Public Relations & Pioneers Who Shaped the Field
A History of Marketing / Episode 6This week we are joined by Shelley Spector, founder and director of the Museum of Public Relations. Shelley's journey into PR history began with an unlikely friendship with the legendary Edward Bernays, the "father of public relations" and nephew of Sigmund Freud.In our conversation, Shelley shares personal stories of Bernays in his later years, and we use the Museum of Public Relations as a lens to explore PR's early history.I'm releasing this episode right after last week’s conversation with Larry Tye on the historic life of...
2025-02-13
48 min
A History of Marketing
Larry Tye on Edward Bernays: "The Father of Public Relations"
A History of Marketing / Episode 5This week, my guest is author Larry Tye, who is best known for his biographies of iconic figures of American history. Tye's book "The Father of Spin" is the definitive biography of Edward L. Bernays, who is often called "The Father of Public Relations."This excerpt from The Father of Spin provides a glimpse at the historic life of Bernays:”Edward Bernays almost single-handedly fashioned the craft that has come to be called public relations. Bernays was the man who, more than any other, got women to smoke ci...
2025-02-06
47 min
A History of Marketing
David Aaker: "The Father of Modern Branding"
A History of Marketing / Episode 4 This week, my guest is David Aaker, the "Father of Modern Branding," a renowned marketing professor, author, and consultant who has revolutionized the way we think about brands. Aaker's work on brand equity helped elevate the role of marketing to serve a more strategic function in organizations.Aaker is the author of several seminal books, including "Managing Brand Equity" (1991) and "Building Strong Brands" (1996), which introduced the influential Aaker Model. He's also Vice Chairman of Prophet, a global brand consultancy, where he's advised some of the world's most recognizable brands.Listen...
2025-01-30
28 min
A History of Marketing
Mark Tungate: Advertising History from Ancient Pompeii to Today
Today, my guest is journalist and author Mark Tungate. Mark has spent over 30 years covering the advertising, branding, and luxury industries.Mark’s book Adland: A Global History of Advertising tells the story of the most influential people and iconic advertising campaigns from around the world. Mark is also the editorial director of the Epica Awards, a global creative competition judged by journalists.Listen to the Podcast: Spotify / Apple Podcasts / YouTube PodcastsIn this episode, we cover the ancient origins of advertising, the emergence of ad agencies, the creative revolution of the 1950s an...
2025-01-23
43 min
A History of Marketing
Guy Kawasaki: The Remarkable Rise of Evangelism Marketing
Listen to the Podcast: Spotify / Apple Podcasts / YouTube PodcastsWelcome to episode two of A History of Marketing. I'm Andrew Mitrak, and today my guest is Guy Kawasaki. Guy shaped the field of marketing by popularizing the idea of evangelism marketing. Today, there are more than 10,000 technology, brand, and product evangelists on LinkedIn, and that wouldn't have happened without Guy.Guy worked at Apple during some of their most iconic marketing moments, so he shares an insider's perspective on the launch of the Macintosh, the 1984 Super Bowl ad, and the "Think Different" campaign. Guy is...
2025-01-21
34 min
A History of Marketing
Dr. Philip Kotler: 'The Father of Modern Marketing'
Welcome to the first episode of A History of Marketing. This podcast is a quest to understand how marketing evolved and today, we kick off this quest with an absolute legend: Dr. Philip Kotler, also known as the 'father of modern marketing.'When I originally had the idea for this podcast, Phil was the very first person I reached out to, and meeting him has already made this project worthwhile.Phil Kotler has authored over 90 books, including Marketing Management, which was my textbook when I studied marketing in school. To prep for this interview...
2025-01-15
31 min
A History of Marketing
Introducing: A History of Marketing
A podcast exploring the untold stories of how marketing evolved through conversations with marketing leaders, professors, authors, and historians - including Philip Kotler, David Aaker, Guy Kawasaki, Jagdish Sheth, V. Kumar, Shelley Spector, and more.Hosted by Andrew Mitrakmarketinghistory.orgTranscript:Imagine this. The year is 1900. You pick up a copy of the Webster’s English dictionary. You search for the word "marketing."You don’t find it. That’s because it’s not there yet.Flash forward to 2025 and you log in to LinkedIn...
2025-01-13
03 min
The Lawyer Who Rocks
HaptX: Putting the REAL in Virtual Reality
Virtual reality you can feel! That’s what the badasses, at HaptX are working on. And that’s what Joleen is talking about on this episode with Joe Michaels and Andrew Mitrak. They chat up their very cool emerging haptic technology which they say is 50% science and 50% magic, how it is ground breaking across industries and changing the way things like cars are designed and manufactured. HaptX will be in be in Austin, Texas March 8-11 for SXSW, where they are a finalist for the SXSW Interactive Innovation Award. To learn more visit: https://haptx.com/
2019-03-06
37 min