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Customer-based Marketing Strategies PROF. ANNALISA TUNISINI; PROF. DANIELA CORSARO COURSE AIMS In recent times, companies are experiencing an increased level of complexity in managing their markets, due to different causes: globalization, digitalization, technological development and new forms of social interaction. In the new competitive context, customer-based marketing strategies aimed at capturing customer value expectations and generating and delivering expected value to customers have assumed a primary role for the company’s long-term successful market positioning. This course builds up on basic marketing concepts and provides students with recent and updated developments on customer based marketing strategies with particular attention to business market contexts. COURSE CONTENT – – – – – – – – – – Business market management: Guiding principles Market sensing: generating and using knowledge about the market Understanding firms as customers Crafting marketing strategy Managing market offerings New offering realization Business channel management Gaining new business Sustaining reseller partnerships Managing customers READING LIST J. C. ANDERSON-J. A. NARUS-D. NARAYANDAS, Business Market Management: Understanding, Creating, and Delivering Value, Pearson International Edition, 2009 (3rd Edition) ISBN-13: 978-0-13-208996-8; ISBN-10: 0-13-208996-3 Integrative materials will be provided and discussed in class. For attendant students some parts of the book can be replaced by such integrative materials and by the development of cases studies. TEACHING METHOD Interactive lessons will be integrated with the discussion of research articles and business cases. ASSESSMENT METHOD Written exame. Additional grades will be assigned for work groups. NOTES Attendance is strongly recommended. Further information can be found on the lecturer's webpage at http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice board.