The digitalization of markets, global competition, the difficulty in differentiating themselves by product / service, the growing competition in price and an empowered client. We are presented with the current challenges in marketing. The objective of the session is to expose the successful competences to turn marketing and sales processes into a source of competitive advantage. The session is structured around strength ideas that will expose the main success competencies in Marketing and sales to compete in current markets. Some of the competences that will be treated are: • From the product focus to the customer focus: Customer centric • From innovation to value proposition • From functional to emotional positioning • Polarization of demand: Hedonism and low cost • On and Off line a symbiosis of success. • From the technical sale to the advisory sale. ESADE Alumni invites you to this session of the Continuity Program, entitled "Current success competencies in marketing and sales", by Carlos Jordana, director of ESADE's Marketing and Sales Management programs, and academic collaborator of the Management Department of Marketing of ESADE. Carlos Jordana Carlos Jordana is director of ESADE's Marketing and Sales Management programs, and academic collaborator of the Marketing Management Department. Since 1994, he is managing partner of Merk2, a company specialized in marketing and marketing, which carries out consulting, training and research activities. Degree in Economics and Business Sciences from the Universitat Autònoma de Barcelona, and Master in Business Services Management from EADA. He has been an academic partner of ESADE, EADA, ICT, EOI, the University of Alcalá de Henares, the University of Barcelona, the University of Girona, the Pompeu Fabra University, the Polytechnic University of Catalonia, the Henley Business School (United Kingdom) ), the Linköpings Universitet (Sweden), the Diego Portales University (Chile), the Barna Business School (Santo Domingo) and the Portuguese Catholic University (Portugal). He is co-author of the books New trends in management accounting (AECA, 1993), Effective cost management (Cinco Días, 1995), Internet as a new business paradigm (EADA, 1999), E-business: how to be a company with success on the Internet (UOC, 2000), Commercial Management and Marketing Manual (UAB, 2006) and 50 management lessons (Granica, 2007), as well as numerous published articles, such as '' Experiential Marketing '', '' Solution Selling '' o '' How to manage customer loyalty ''. As a consultant, he has carried out projects in the field of business management for companies and public institutions in Europe and America. It has specialized in improving the competitive advantage of organizations, helping them to orientate towards the market; to align their resources, teams and brands with the client, and to improve the processes that generate satisfaction and loyalty. Partners can come with a guest Hoe to see you there!
Language: Spanish
