Staying profitable is more important in inflationary times. We discuss how to achieve this with Marketing professor, Mark Ritson Since he was a junior professor, Mark Ritson had one goal: to break through the narrow readership circles of academia and be read by everyone in the marketing industry. A goal he’s doubtlessly surpassed having won multiple awards for his column in Marketing Week. With every piece he strikes a chord with marketers, makes them think, but equally, he polarises the industry.