"Simply described, action learning is both a process and a powerful program that involves a small group of people solving real problems while at the same time focusing on what they are learning and how their learning can benefit each group member and the organisation as a whole. Action learning contains a welltested framework that enables people to effectively and efficiently learn and to simultaneously handle difficult, real-life situations. It is built on the application of new questions to existing knowledge as well as on reflection about actions taken during and after problem-solving sessions."

"The importance of marketing (and business) strategy implementation forms the starting point of this new conceptual approach to the process of marketing strategy implementation. Given the facts that business operates in a dynamic and ever-changing environment, and that one of the major causes of failed marketing campaigns is a lack of successful implementation, the writer postulates that marketing strategy should focus simultaneously on both marketing innovation and marketing implementation."

Classic marketing courses still use the traditional marketing mix, or 4 Ps, as the basis for teaching. The critical question however, is how relevant is the traditional marketing mix in a world that is in a state of dynamic and constant change? Furthermore, and more importantly, where does the brand (both the internal and external brand) fit into the marketing mix, and how does the classic marketing mix apply to the changing customer?

Without a strong brand identity a brand is unlikely to survive in the long term. Therefore more emphasis should be placed on understanding the critical dimensions and characteristics of brand identity as a prerequisite for brand success.

The identity of a brand provides the direction, purpose and meaning for the brand, and is central to a brand's strategic vision. Brand identity is described in this paper as the cornerstone of brand strategy and brand building, and is critical to the long-term sustainability of any brand.