This lecture will focus on the challenges that companies are facing to satisfy online consumers' demands for more power and value propositions closer to their interests, and the resulting transformation of firms' marketing strategic approaches.

This lecture will introduce students to the challenges that companies are facing to satisfy online consumers’ demands for more power and value propositions closer to their interests, and the resulting transformation of firms’ marketing strategic approaches.

By examining e-marketing strategies and programmes that involve new product development, online positioning and branding, and e-commerce, Professor Rogriguez-Ardura will present and discuss how the increasing pressure from online consumers is facilitating the advance of customer-centric paradigms for firms.

About the speakers

This page was last modified on 15 March 2017