We frequently talk about our customers in terms of developing brand loyalty, building long term relationships, and meeting (and exceeding) their expectations. This obvious piece of marketing common-sense is not particularly remarkable for most businesses
People buy from people, as the saying goes. The challenge for many businesses today however is how to implement this core marketing philosophy in an age when customers are often more distant and more inaccessible than in the past. In a marketing environment where almost all customer interactions are mediated in part via social media and online it often becomes extremely challenging to establish genuine, meaningful and personalized ways to connect with customers.
Many businesses both large and small are eager to explore new ways to connect with new customers and to build relationships with them. In this breakfast seminar, Professor James Fitchett, professor of marketing and consumption at the University of Leicester School of Business, will present some of his on-going research in the area of consumer research, drawing on the latest theory and his experience from working with service organisations on customer engagement. The answer to this challenge is better, relevant and effective marketing.
Confirmed Speaker - Professor James Fitchett