Does marketing need a Purpose Upgrade?

In The Chartered Institute of Marketing’s first podcast episode of the New Year Paul Skinner was interviewed by Ben Walker alongside Natalie Spearing, Marketing Director of the CIM.

In the episode Natalie shares her perspective on what the next generation of marketers are looking for and how they are resetting the purpose of the institute and the profession it serves.

Paul introduces some of potentially controversial thoughts on the priorities for giving marketing itself a Purpose Upgrade to 'move from making the attractive necessary to making the necessary attractive’.

And you can listen to the episode here or listen below.