Operating Principles

Change First, Exchange Second
All marketing activity begins with understanding the desired change in state—individual, organisational, or societal. The concept of change is the core element of marketing manifesting itself, in part, as an act of exchange.
 

Leadership Over Management
Where change is central, leadership is essential. The Centre prioritises vision, direction, and alignment over control and optimisation - promoting, developing, and advancing an understanding of marketing as a leadership function grounded in the concept of change, rather than solely as a managerial or transactional activity.
 

Scholarship with Consequence: Bridging marketing theory and marketing practice
Ideas must matter beyond journals. Intellectual rigour is a means to practical impact, not an end in itself. The Centre translates rigorous marketing scholarship into practical frameworks, models, and guidance that support real-world application by profit-making enterprises, non-profit organisations, public institutions, and community bodies.
 

Historical Consciousness
Progress in marketing comes from understanding its past. The Centre respects the discipline’s intellectual lineage while advancing it responsibly.
 

Promote research and thought leadership
To conduct, commission, publish, and disseminate research, analysis, and commentary that advances understanding of marketing as a force for change within organisations and society.
 

Foster interdisciplinary engagement
To engage with leaders, scholars, practitioners, policymakers, and institutions across disciplines to strengthen the role of marketing in addressing complex economic, social, and organisational challenges.
 

Marketing as a Societal Activity
Marketing carries ethical and civic responsibility. The Centre assists organisations and institutions to lead purposeful, ethical, and effective change through marketing-informed leadership practices that serve both organisational objectives and societal wellbeing.