Melbourne Business School adjunct professor Mark Ritson covers all aspects of marketing across his LinkedIn profile and a column in Marketing Week.

A prolific writer, Ritson uses case studies of corporations and the actions of brands to inform his readers on what to do — and what not to do — when it comes to marketing.

With new marketing trends emerging left, right and centre, Ritson also makes sure new topics like artificial intelligence and the millennial consumer audience are covered. He’s not afraid to highlight why a campaign worked or why it didn’t, making his insights valuable to businesses without massive marketing budgets.

Regardless of how comprehensive your marketing strategy is, his commentary highlights there’s always something new to consider or take on board.