How to Build a Media Company Around Your Brand with Robert Rose

In today’s episode, Eric talks to author, podcaster and content marketing expert, Robert Rose about everything from whether your marketing function can become a profit center to the fate of traditional advertising as we know it.As promised, here are Robert’s recommended business books, his "mini-marketing-MBA":The Practice of Management – Peter DruckerThe Management of Marketing Costs – James CullitonMarketing Management – Philip Kotler Thinking About Management – Theodore LevittThe Marketing Imagination – Theodore LevittMarketing Myopia (White Paper) – Theodore LevittIntegrated Marketing Communications – Don E. SchultzInnovator’s Dilemma – Clayton ChristensenThe End of Competitive Advantage – Rita Gunther McGrathDiscovery Driven Growth – Rita Gunther McGrathDifferent – Youngme Moon For more from Robert Rose, check out his brilliant podcast This Old Marketing with Joe Pulizzi, which has been downloaded more than two million times, or his website. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.Find Rival online at www.wearerival.com, LinkedIn, Twitter.Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.  Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.