This seminar is all about understanding the emerging marketplace situations created by the new, digitally evolved, informed and omnipotent consumer.

Prof 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.

Prof. 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.

Date: August 21, 2007
Time: 09:30 to 17:30
Venue: ITC Maratha, Mumbai
Facilitator: Prof Don E Schultz