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Marketing  :  One-to-one marketing

References : 13     Page : 1 / 2

Creating an exceptional customer experience

N° 267, June 2016

Based on, inter alia “The Value of Customer Experience Quantified”, Webinar of Peter Kriss , (, 2015), “Retail’s Future: Where Customer Experience and Employee Engagement Converge”, Eric Feinberg , (Foresee, 2015), “Une entreprise plus efficace grâce à l’expérience employé”, Bertrand Duperrin (, 2015) and an interview with Abubakr Safashatri, Marketing & Communication Manager EAU, Marriott International, Dubaï.

blockchain revolution: disintermediation at work!

N° 267, June 2016

Based on Blockchain Revolution: How the Technology Behind Bitcoin Is Changing Money, Business, and the World by Don and Alex Tapscott (Portfolio, May 2016) ; « How Blockchain Technology Could Change The World » by Bernad Marr (Forbes, May 2016)

Customers: a sustainable competitive advantage

N° 247, June 2014

Based on, among others, Tilt: Shifting Your Strategy from Products to Customers by Niraj Dawar (Harvard Business Review Press, November 2013) and the case studies on Nike, Danone, Best Buy and Toyota.

How to win customer trust

N° 231, November 2012

Based on Extreme Trust: Honesty as a Competitive Advantage by Don Peppers and Martha Rogers (Portfolio, April 2012), La confiance numérique by Daniel Kaplan and Renaud Francou (FYP Editions, April 2012) and “’s three digital engines” by Stéphane Distinguin (faberNovel, 2011).

Gamification: Should work be like play?

N° 223, February 2012

Based on “Le management saisi par les jeux” by Kevin Werbach, Rajat Paharia and Daniel Debow, December 2011 (, “Gamification is here to stay” by Gabe Zichermann, April 2011 ( and other sources.

Ethical Buying: How to Educate Consumers

N° 216, May 2011

Ethical purchases are far less common than most surveys predict. What is behind this gap between intentions and reality? How can consumers' ethical values and their purchasing behaviors be reconciled? Based on “Values versus Value” by Timothy Devinney, Pat Auger and Giana M. Eckhardt (Strategy+Business, Spring 2011) and “Understand the Postrecession Consumer” de Paul Flatters and Michael Willmott (Harvard Business Review, Summer 2009).

Customer Input: Incorporating Perceived Value into Marketing Strategy

N° 200, October 2009

How to measure the impact of marketing initiatives on business performance? Based on Value Above Cost, by Donald E. Sexton, Wharton, February 2009, and the interviews with Kamal Sen, regional director, business research and corporate planning, Hindustan Unilever Ltd. (India), and Alfred Lin, COO and CFO, Zappos, October 2009.

Promoting Ownership: Bringing Customers and Employees into the Value Creation Process

N° 200, October 2009

How can you create company ownership among your clientele as wel as your employees, and why is this good for business? Based on The Ownership Quotient, by James L. Heskett, W. Earl Sasser, and Joe Wheeler, Harvard Business Press, December 2008, and the interviews with Petteri Kilpinen, CEO and chairman of the board, TBWA\Helsinki, and Jean-Marc Gottero, European head of strategy, planning, and development WW Channels, Cisco, October 2009.

Managing CVA® to Optimize Your Marketing Activities

N° 200, February 2009

As competitive conditions change over time, CVA®—especially perceived value—must be managed to maintain profit­ability. This means making appropriate marketing decisions such as design, branding, pricing, and communications through­out the competitive life cycle. Based on Value Above Cost: Driving Superior Financial Performance With CVA®, The Most Important Metric You’ve Never Used, by Donald E. Sexton (Wharton, February 2009)

Tailoring Marketing Strategies to New Consumers

N° 200, October 2009

How can companies ensure long-term growth at a time when consumers are spending less? Based on “How to Market in a Downturn,” by John A. Quelch and Katherine E. Jocz, Harvard Business Review, April 2009, and an interview with Sir Martin Sorrell, CEO, WPP. Focused based on “How to Market in a Downturn,” by John A. QUELCH and Katherine E. JOCZ, Harvard Business Review, April 2009, and an interview with Sir Martin SORRELL, CEO, WPP.

References : 13     Page : 1 / 2