Webinar LIVE

Thursday, May 6, 2021 ( 4:30 pm - 5:30 pm CET)

WEBINAR
The back end of marketing: delivering on customer centricity to create value

Today most companies have adopted customer-centric strategies but most of them struggle to adequately translate the value created for customers into a clear and consistent revenue strategy that guarantees concrete and lasting value for the organization.
 
During this meeting, Marco Bertini will illustrate new strategies to capitalize on customer satisfaction, maximizing the result for the company.
In particular, the following issues will be addressed:
  • the back end of marketing: how to generate value for the company starting from a proper communication of the value to the customer
  • how to develop a customer-oriented revenue strategy that maximizes results for the company
  • how to use technology to better understand the customer and how the data can be used to company’s advantage.

Program

Thursday, May 6, 2021
4:30 pm - 5:15 pm CET
Speech by Marco Bertini
5:15 pm - 5:30 pm CET
Discussion

Marco Bertini

Marco Bertini

Professor of Marketing, ESADE Business School

Is Professor of Marketing and Co-founder of the Institute for Data-Driven Decisions at the ESADE Business School. He previously taught at the London Business School. He is one of the world’s leading experts in the design and implementation of revenue models and new strategies aimed to create lasting value for the company. His research has appeared in several industry magazines, including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, the Journal of Marketing, the Journal of Marketing Research and Marketing Science. He was recently named in the Thinkers50 Radar, a shortlist of researchers "more likely to shape the future of management".


See all documents  

Documents

The ”back end” of marketing

The ”back end” of marketing

Marco Bertini
Competing on customer outcomes

Competing on customer outcomes

Marco Bertini, Oded Koenigsberg
A novel architecture to monetize digital offerings

A novel architecture to monetize digital offerings

Richard Reisman, Marco Bertini
Beyond posted prices: the past, present, and future of participative pricing mechanisms

Beyond posted prices: the past, present, and future of participative pricing mechanisms

Manoj Thomas, Sandy D. Jap, Oded Koenigsberg, Vincent Mak, Peter Popkowski Leszczyc, Bernd Skiera, Marco Bertini, Martin Spann, Robert Zeithammer, Ernan Haruvy
Revenue models for digital servitization

Revenue models for digital servitization

Lina Linde, Johan Frishammar, Vinit Parida
The ends game: how smart companies stop selling products and start delivering value

The ends game: how smart companies stop selling products and start delivering value

Marco Bertini, Oded Koenigsberg