A personal selection of essays written by a marketing professional in the last decade is presented. The application of marketing thought to a broad range of issues where it is not always applied is the general theme of the collection. The view is taken that corporate vision must ultimately be...

Describes how one university school applied the principles and practices of marketing to short course activities between 1975 and 1979. Reveals that the application afforded good commercial success.

Too few programmes of management development seek to evaluate their hard ROI for the enterprise. Describes how action learning’s focus on company‐specific issues makes this more feasible. Reports on a four‐year impact analysis from MBA programmes showing that employing organizations...