Seminars
Conducted
'CUSTOMERS SEIZE CONTROL:
New Paradigm for Managing Brands, by Don
E Schultz, on August 21st, 2007, was conducted at
ITC Maratha, Mumbai.
This seminar is all about understanding the emerging
marketplace situations created by the new, digitally
evolved, informed and omnipotent consumer.
Don E Schultz begins with a discussion on the rapidly
changing marketplace that is moving from traditional
outbound marketing ‘push’ activities to
the new ‘pull’ activities. This is followed
by a session on brands and branding in this new marketplace
with a financial, rather than an attitudinal/consumer
behavioral approach to brands and branding.
Don E Schultz goes on to offer a new approach to market
and marketing planning. He then talks about customer
identification and valuation, followed by a new approach
to planning based on network analysis which is then
translated into marketing programs. Finally he speaks
on the most current information on marketing, communication
and branding measurement and valuation, using his
famed Three Pathway model which he developed for the
Kellogg School.
Don E. Schultz is Professor Emeritus-in-Service
of Integrated Marketing Communications at the Medill
School of Journalism at Northwestern University. He
is Executive Director of Brand Finance and also president
of the consulting firm Agora, Inc., and is on the
faculties of Cranfield School of Management, Bedfordshire,
UK; Queensland University of Technology, Brisbane,
Australia; and Tsinghua University, Beijing, China.
He is a prolific writer, and is founding editor of
the Journal of Direct Marketing.
Author of 13 books, including his latest ‘Brand
Babble: Sense and Nonsense about Brands and Branding’
and the widely acclaimed ‘IMC: The Next Generation’,
he has been named as one of the 80 Most Influential
People’ by the ‘Sales and Marketing Management
Magazine’, and has addressed seminars across
the globe, the recent ones being at Shanghai, UK,
Chile, Beijing, Guatemala and Ireland.
Heidi Schultz, co-author and wife
of Don E Schultz has over two decades of experience
in Media Management, Direct Marketing, Market Research
and Strategic Planning. She has done ground breaking
research in fields of ‘Best Practices in Brand
Building and Communication’, ‘Leveraging
Customer Information’ and ‘Business to
Business Branding’.
Article
about the Seminar on IMPACT magazine
Source: Impact, 4(10), 24-30
Website: www.impactonnet.com
Download Brochure
for seminar details.
Contact intl.seminar@mica.ac.in
for sponsorship information.
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