Customer Relationship Management and Marketing

Description

Traditional marketing primarily focuses on the mass market optimization of the four P’s (product, price, place and promotion) with a goal of increasing market share through growth in the volume of transactions between seller and buyer. Customer Relationship Management & Marketing (“CRM&M”) focuses on using strategies, procedures, tools and technology for maximizing the relationship value between the seller and individual customers to increase sales revenues, profitability and customers’ satisfaction. Under CRM&M, the objective of the business is no longer solely acquiring the most customers (usually obtained by battling competition to convince their customers to switch). Now the objective of acquisition is joined by development and retention of targeted customers that we have identified want us, are willing to do business with us, have access to the means to do so and we can make a profit acquiring and serving.

During the seminar you get answers and a deeper understanding of the following questions and issues:

How does CRM Work and How can CRM Accomplish your Goals?
Is your Company ready for 1 to 1 Marketing?
How do you get Inside the Lives of your Customers?
Building and Managing Relationships as Valuable Assets
Customer Centered Brand Management
Customer Value Proposition in Business Markets
Understanding Customer Experience
Building Loyalty in Business Markets

Teaching method is: mini lectures, dialogues and a series of cases have been chosen to train your analytical, judgmental, creative and decision-making skills.

Marco Protano is a professor of Marketing Management. He has twenty-five years management track record building brand equity-driven businesses and training executives as well as MBA and undergraduate students on four continents.