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Nino Carvalho: More Marketing, Less Guru

Nino Carvalho: More Marketing, Less Guru

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 A History of Marketing / Episode 18This week, I'm thrilled to welcome Nino Carvalho, a professor, author, and marketing consultant based in Portugal.I actually discovered Carvalho and his work thanks to a podcast listener who brought him to my attention via a YouTube comment. After connecting with Nino and reading translations of his publications (he primarily writes in Portuguese), he has become an inspiration for me and my exploration into marketing history.Nino stands out as one of the few marketing educators I've encountered who passionately emphasizes the importance of marketing history in his teaching.Our conversation is packed with so much material, it’s like three episodes rolled into one. I'm especially grateful for this conversation; since Nino primarily creates content in his native Portuguese, there aren't many long-form English-language discussions like this one available.Listen to the podcast: Spotify / Apple Podcasts / YouTube PodcastsWe kick things off with Nino's book, Mais Marketing, Menos Guru, which translates to “More Marketing, Less Guru.” We chat about the history of so-called "marketing gurus" and how we should critically consider their role in shaping how people think about and practice marketing.From there, journey through marketing history in the Lusosphere, the Portuguese-speaking world. We start by examining how Portugal's early commercial and trade history laid the groundwork for early forms of business schools. Then, we fast-forward to the 20th century to uncover how marketing education emerged in Brazil during the Cold War and in Portugal following the end of the Estado Novo dictatorship.Throughout our conversation, Nino shares his valuable perspective on how learning marketing history can enhance a marketer's skills and strategic abilities. He even offers me a few tips on how to make marketing history more engaging for marketing students. (Fingers crossed that I can put these to work!)This episode is a bit longer than usual, but I'm sure you'll find it interesting throughout. I certainly did.So, without further ado, here's my conversation with Nino Carvalho.Note - I use an AI tool to transcribe the audio of my conversations to text. I check the output but it’s possible there are mistakes I missed. I have lightly edited parts of this transcript for clarity.The Spark: What Inspired Nino to Teach Marketing Through a Historical LensAndrew Mitrak: Nino Carvalho, welcome to A History of Marketing.Nino Carvalho: Thank you very much, Andrew. It's a pleasure to be here.Andrew Mitrak: I'm so excited for this conversation. We have a lot to cover. I want to start with your book, which is in Portuguese, Mais Marketing, Menos Guru, or More Marketing, Less Guru. I love the title of this book. This is one of the few popular marketing books I've come across that talks about the importance of marketing history. What first ignited your passion for marketing history?Nino Carvalho: Well, I think it was like a spark that suddenly started. It sounds like a very emotional thing. I believe I was always curious about the history of things in general. When I started working with marketing and studying marketing, especially in the digital field where many new professionals and their digital gurus took things from the past and kind of reinvented the wheel themselves to have a new package and try to sell that to newbies and people who are just starting to study digital. So that, I think, took me on a journey to go deeper into what those concepts, those theories, or the practices they were talking about were all about, because it didn't sound quite reliable. So this was like a very instrumental motivation.However, during the search for those things and looking for the truth or the beginning, the origins of some concepts, I think we start discovering a lot of new things about marketing. Because marketing is so connected to society, you also start learning about society in general, other countries' histories, other cultures' histories. So, I think it's something that will either strike you straight away or not because it's very strong. And I think this motivates us to keep learning more about the past of our discipline. Of course, I also noticed that the more I learned about the past, the better my classes and my professional work as a consultant were as well. So, it was like finding my own personal Holy Grail, in a way.Defining the Guru: Marketer vs. Self-PromoterAndrew Mitrak: So we're going to talk a lot more about marketing history and everything you found, including your Holy Grail. But first, going back to the title of the book. The title is More Marketing, Less Guru. I think we've all seen marketing gurus on the internet and whatnot, but I'm wondering how you would distinguish a marketer from a guru.Nino Carvalho: Yeah, this is interesting because by studying our discipline, I found out that there will be different interpretations. For instance, what we in Portugal or in Brazil would ...
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