Marketing for Good Is Good Marketing : A Year in the Life of a Livery Company Master

In 2016 I was elected to be Master of The Worshipful Company of Marketors. I decided to write a weekly blog about my experiences as Master and about the other institutions of the City of London. These were published on the Company’s website . They became very popular and were read by the Masters of other Livery Companies. I received this email from Professor Malcolm McDonald who is a Liveryman of the Company. “Many congratulations David. Your blogs have been brilliant and I have read every one. You MUST now put them in a book for us all. It will represent a wonderful record for those who follow us. Thank you for a great year as Master, Malcolm Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc Emeritus Professor, Cranfield University School of Management” 1. Description The book is based on the 45 blogs written during the year. They are organised around big themes. Most of the blogs are thematic rather than being in diary form but a few are of diary form thus giving a flavour of the intensity of this unique once-in-a-lifetime experience. In addition it inludes a few letters including thank you letters from HM the Queen and the Rt Hon Theresa May who is a Liveryman of the Company. Its purpose is to provide a record for interested parties, but also to bring to the attention to a wider audience the richness of the City of London traditions. At a time when most people might have lost trust in the Commercial City it is the Civic City that is trying to keep up its thousand year old record of being the financial centre of the world. My main theme for the year was “Marketing for Good is Good Marketing”