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A Practice-based Model of Effective Marketing Based on an Auto-ethnographical Observation of Brand Management Training at Procter & Gamble (p&g)

Seeking to advance the search for "real" marketing initiated by Stephen King in his 1985 paper "Has marketing failed.....?", this article presents a model of marketing effectiveness derived from commercial practice at Procter & Gamble (P&G). Marketing is described as the toolkit
 for building a brand's value for many stakeholders but is deemed "effective" only when it bestows measurable financial value on the brand's owner(s). The model is constructed from an observation of the management of P&G brands as discrete business. Through auto-ethnography, the author
 reflects on 'classic' brand management training at P&G and its coherence with twenty-first-century statements of brand and corporate purpose. The model invites further research. Every small brand (which might include B2B and SME brands) can be viewed as an (intangible but valuable) asset.
 Each may represent an unrecognised and underdeveloped opportunity for academics, managers and students to work with brand owners on measuring and building brand value - and to share in its bounty.