The essence of marketing within organisations, changes within this profession and consumer behaviour, and tips for current marketers to take their business to the next level. Elrik Paap and Steije Renes discuss this and more with Professor Peter Leeflang in an interesting interview divided into 4 episodes. Questions like what are the biggest changes in marketing, in the past and for the future, are discussed, but Professor Leeflang also presents a renewed Marketing Mix.
Professor Leeflang is the expert in the field of marketing, in which he has been active for over 25 years. His research in this field has been featured in several major magazines, including the Journal of Marketing Research, Journal of Marketing and Marketing Science. In addition, Professor Leeflang has received several awards for his work in the Marketing field, including the Inaugural EMAC Distinguished Marketing Scholar Award (2010), which is the highest award for a researcher in the Marketing field who is a member of the European Marketing Academy.