Operational Marketing

18-20 November 2019, London

Going to Market (1½ days)

Shopper & Retail Marketing (1½ days)

This Masterclass takes a fresh and creative look at the whole process of marketing a product or service so as to deliver the full promise of the brand and its values, from the day-to-day management and control of product offerings to the cross-functional mind-set required to maximise brand value through aligned and imaginative product delivery.

The module goes on to show how companies can leverage the evolving role of retail distribution as a crucial weapon to build brand differentiation and an overall customer experience, even as its traditional function of providing access to the product is eroded by the growth of e-commerce. The latest approaches will be reviewed, including the use of cultural, experiential and sensory techniques.

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