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Wednesday, 9 December 2020

Original Thinking Webinar - Quo Vadis Retail Marketing? What we (think we) know and what there is to learn

This Original Thinking Webinar will be hosted by Alliance MBS's Heiner Evanschitzky who will discuss what we can learn about retail marketing.

Event Time
9 Dec 16:30 - 9 Dec 17:30
Event Location
Event Type

Our Original Thinking webinar series showcases some of the world-leading research from colleagues at Alliance MBS.

Common knowledge in Retail Marketing seems to dictate that loyal customers are generally better for firms. They spend more and are more profitable. Further, it is assumed that loyalty programmes help to build and maintain loyalty and if something goes wrong during an encounter, appropriate recovery mechanisms will restore relationships.

Heiner Evanschitzky

If only it was that easy! Hosted by Heiner Evanschitzky, Professor of Marketing at Alliance MBS, this webinar will challenge some of the dearly held beliefs of Retail Marketing. Based on a series of empirical studies, this talks unpicks common misconceptions and shows new, better ways to interact with customers to create mutually beneficial relationships.