David Spencer is the head of marketing for Old Speckled Hen at Greene King, Britain's leading pub retailer and brewer. 

He joins Stephen Willson to explore how marketing philosophy and practices inform middle management action.

David discusses the challenges of gaining a deep understanding of customer behaviour in a context that is evolving both in terms of points of purchase and consumption.

This subsequently raises the issues of how such insights are suffused into the organisation to ensure that customer desires are fulfilled in the best possible way.