Business Intelligence

Rules Of Engagement

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Executive Summary

Listening to your consumer isn't going to cut it anymore. These days, firms need to engage, interact and connect with their customers on a deeper, more meaningful level if they're going to survive the economic downturn. That was the common thread of advice given by marketing scholars and practitioners at the 2009 Kellogg Marketing Conference, held Jan. 23 on the Chicago campus and Jan. 24 on the Evanston campus. Themed "Consumer 2.0: The Game Has Changed," the conference featured a series of panel discussions, lectures and networking opportunities directed at marketing professionals and Kellogg students, faculty and alumni.

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