TheESADE Alumni Eastern Andalusia Clubis pleased to invite you to this talk of the Refresher Programme entitled ''From the 4Ps to the 4Fs new pillars of e-marketing: the challenge of managing consumer experiences for the new shopper'' byMarc Cortés (MBA 99), academic collaborator in ESADE’s Marketing Management Department.
Are there new ways of grasping immediate needs and converting them into business? The answer necessarily means building digitalisation into the company’s DNA.
Digitalisation is having a profound impact on all aspects of society and, therefore, business at a tremendous pace. Traditional customer relations are giving way to the new challenges arising from shifting consumer patterns. In response to this new shopper, companies can implement new types of consumer relations based on four main pillars: how to create user flow, which functions should be provided, how to manage feedback and how to focus on customer loyalty.
By working with a consumer-oriented digital transformation model based on these four main pillars, this workshop will examine how digitalisation can enable marketing executives to tackle the e-marketing challenge.
Marc Cortés is an academic collaborator in ESADE’s Marketing Management Department. Strategist, entrepreneur and speaker about the opportunities created by the digital economy. Expert in digital marketing, new e-business models and interactive advertising, Cortés designs strategies to enable companies to exploit the social media and build them into their marketing and communication campaigns.
Interested in the never-ending challenges of the digital environment, Cortés is an analyst of the business opportunities arising from big data and mobile telephony, and he also analyses and creates models about the part consumers play in consumer processes and how to target brands.
Since 1999 he has been a strategic consultant and e-business developer, first at Accenture and then at the Spanish bank La Caixa, helping develop its on-line banking.
An acclaimed columnist and speaker about new e-business models, digital strategy and e-marketing. Author of ‘Iníciate en el Marketing 2.0’ (Netbiblo, 2009), about the use of new e-media in relational marketing and ‘Nanobloging’ (UOC, 2009), the first book in Spanish about this type of communication. He is also the co-author of ‘Del 1.0 al 2.0: claves para entender el nuevo marketing’ (Bubok Publishing, 2009) and ‘Análisis de posicionamiento sectorial en redes sociales’, a methodology published by Roca Salvatella in 2013.
Cortés holds a Degree in Law (Universitat Autònoma de Barcelona) and an MBA (ESADE), and combines his post as Managing Director of Roca Salvatella with teaching marketing and e-business in ESADE’s Marketing Management Department.