Masterclass by Prof. D.V.R.Seshadri, Clinical Professor in Marketing Area at Indian School of Business, Mr. Rajesh Pandit, Management Consultant, and Prof. Philip C. Zerrillo, Deputy Dean, Corporate Relations and Professor in Marketing Area (Practise) at ISB Date: Thursday July 30, 2020 Compiled by Astha Sharma, Senior Manager, ISB-Centre for Business Markets (CBM) What [...]
[Based on the article: "Marketing Excellence: Nature, Measurement, and Investor Valuations," by Christian Homburg, Marcus Theel, and Sebastian Hohenberg, published in the Journal of Marketing (Online version, dated: June 3, 2020.)] By Astha Sharma, ISB-Centre for Business Markets According to Christian Homburg, Marcus Theel, and Sebastian Hohenberg, the authors of the above article, “Marketing Excellence” [...]
According to a recent Harvard Business Review article, depending on the industry, acquiring a new customer is 5 to 25 times more expensive than retaining an existing one. Moreover, in business markets, key customers account for greater amounts of suppliers’ business. For example, Walmart contributes to about 20% of P&G’s business. Similarly, Tetra Pak earns [...]
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