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 Drucker

The Management of Marketing Costs – James Culliton

Marketing Management – Philip Kotler

Thinking About Management – Theodore Levitt

The Marketing Imagination – Theodore Levitt

Marketing Myopia (White Paper) – Theodore Levitt

Integrated Marketing Communications – Don E. Schultz

Innovator’s Dilemma – Clayton Christensen

The End of Competitive Advantage – Rita Gunther McGrath

Discovery Driven Growth – Rita Gunther McGrath

Different – 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.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.