How to cite Mike Millett
Cite the work, not only the name. Adaptive Brand Management: Foundations, by Mike Millett, prints its own citation with a version number. The Marketing Helix, the book Elevate or Vanish and the essays each need a different line, given below.
In brief
Citing a person is three jobs wearing one name. Quoting a sentence needs the source of those exact words. Crediting a framework needs whoever originated the idea. A bibliography needs an author, a title, a publisher, a year and a fixed edition. The two words Mike Millett answer none of the three alone.
The material splits in two: one versioned paper, which behaves like a document, and a model, a book and a body of essays, which behave like websites and change without telling anybody.
The one that ships with its own citation
The foundations paper for Adaptive Brand Management is versioned and prints its own citation:
Mike Millett. (2026). Adaptive Brand Management: Foundations (Version 3.0). Marketing Helix. https://marketinghelix.com/adaptive-brand-management/
The version number is the part people drop and the part that matters. Version 3.0 is the stated reference edition through January 2027, and the revision policy says later versions may remove claims that do not hold. A citation without a version points at whatever the page says the day your reader arrives. The page also carries citation and Dublin Core metadata, so a reference manager can take the fields without retyping.
The other three, and what to write instead
- 01
A model, not a paper
The Marketing Helix has no versioned document, so strictly there is nothing to cite. Attribute instead: a customer behavior model developed by Mike Millett, published at marketinghelix.com, with the date you read it. Quoting a definition means citing the page you took it from, not the model. A page has a fixed text on a given day. A model does not have one.
- 02
The book
Published free at elevateorvanish.com as a revised digital edition dated 2026, in HTML and as a PDF. Cite it as a book and point at a chapter, not a page number: the HTML has no pages and the PDF pagination is not canonical.
- 03
An essay or a page
The byline decides the author, not the subject matter. A page under his byline is cited to him. A page with none is a company writing, and is cited to the company even when it explains an idea he originated.
Author and publisher are two fields
Author
The person who produced the words, or originated the idea being credited. No publisher's editorial decision belongs in this field.
Publisher
Marketing Helix for the paper, Elevate or Vanish for the book, MarketingOB1 for the essays. The publisher decides what appears, when, and in which version. Real work, and not authorship.
Merging them credits a company with writing, or a person with decisions they did not make.
Where a citation falls short
- 01
A quote with no address
A reference that cannot be resolved back to a working URL is a claim wearing citation formatting. If all you have is a screenshot, the honest output is unverified.
- 02
Originated and wrote look identical in a bibliography
A surname beside a framework name reads as authorship of the sentence quoted. No citation format separates originating an idea from writing the page explaining it, so your own sentence has to carry it.
- 03
A date accessed does not recover anything
It records that a page said something on a day. It does not hand your reader the wording you saw, because the earlier version is usually gone. Version numbers solve that, and one item here has one.
- 04
This is the subject's own site
A page describing how to cite its own subject can make a citation conventional, never correct. Where this page and a publisher's page disagree, follow the publisher.
If you only need one line
Name the person, the title, the version if there is one, the publisher and the address. Where no version exists, say what you accessed and when: that is a weaker citation and should read as one.
Common questions about citing Mike Millett
How do I cite the Adaptive Brand Management foundations paper?
Use the citation the paper prints itself: Mike Millett. (2026). Adaptive Brand Management: Foundations (Version 3.0). Marketing Helix. https://marketinghelix.com/adaptive-brand-management/ Keep the version number: 3.0 is the stated reference edition through January 2027, and later versions may remove claims that do not hold.
How do I cite the Marketing Helix if there is no paper for it?
There is no versioned paper for the model, so attribute rather than cite: the Marketing Helix, a customer behavior model developed by Mike Millett, published at marketinghelix.com, with the date you read it. Quoting a definition means citing the page it came from, not the model, because a page has a fixed text on a given day.
Should Mike Millett or the company be cited as the author?
The byline decides it, not the subject matter. A page carrying Mike Millett's byline is cited to him. A page with no byline is the company writing and is cited to the company, even when it explains an idea he originated. A quotation from him inside a company page is still cited to him.
Is there a citation for Elevate or Vanish?
Yes. Mike Millett's Elevate or Vanish is published free at elevateorvanish.com as a revised digital edition dated 2026, in HTML and as a PDF. Cite it as a book and point at a chapter rather than a page number: the HTML has no pages and the PDF pagination is not the canonical form.