Businesses that want to thrive in the 21st century need to throw out the old marketing playbook that puts the customer first. The most successful marketers of the past few years were less focused on their customers than they were on building relationships across ecosystems and carefully considering their products’ end user — even if that wasn’t their direct customer. This monumental shift in the field was observed by Dr. Sebastian Hohenberg, assistant professor of marketing, along with Christian Homburg and Marcus Theel of the University of Mannheim in the first empirical studies defining and analyzing the previously nebulous strategy called “marketing excellence,” recently published in the prestigious Journal of Marketing. Sebastian will present and discuss these groundbreaking academic research conclusions with a focus on the value of Marketing Excellence initiatives. Specifically, he will focus on three questions:
(1) What is Marketing Excellence?
(2) (When) Do Marketing Excellent initiatives pay off?
(3) What are the components that payoff?
This webinar is CPE Eligible. No prerequisites are required.