Publications > Themes : Marketing

Marketing

What strategy to adopt to best position yourself against competitors? How to anticipate the changing needs of customers? How to develop the client capital?

What Experience Would You Like with That?

Theodore Kinni

Consider the entire consumer experience to profoundly impact customers.

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Four Lessons on Culture and Customer Service from Zappos CEO, Tony Hsieh

Anthony K. Tjan

Some keys to the success of Zappos, an online shoe sale company, famous in the U.S. for its exceptional customer service.

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Introduction to Occasion-Based Marketing

A point of view on the application of occasion-based marketing, founded on purchasing situations in the world of consumer goods.

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Strike the Right Balance Between Service Efficiency and Customer Satisfaction

How to offer service quality aligned to customer expectations at reasonable cost.

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The 'moment of truth' in customer service

Adopt management practices that will reinforce the emotional impact of customer interactions.

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Getting more from call centers

Turn your call centers into a real growth driver.

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Steering customers to the right channels

Influence customer choice in terms of their mode of interaction with the company without giving them the impression of limiting their freedom.

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Selling in Turbulent Times

Help your sales force confront difficult situations.

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Building a Better Buyer-Seller Relationship

Martha Lagace

Establish partner relationships with your customers.

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Selling for Profit

Optimize sales force productivity.

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