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The B2B Environment

Introduction

Orchestrating Marketing in a B2B Environment, Emory University, Atlanta, 15-16 Oct 2014

Orchestrating Marketing in a B2B Environment
Atlanta (Emory University) – October 15–16, 2014
Sponsored by the Marketing Science Institute (MSI)
Co-chaired by Sandy Jap of Emory University

To create superior, seamless experiences for B2B customers, marketers must orchestrate many activities and processes both inside and outside their firms. They must align their organization to deliver superior products and services, blend multiple routes to market, and integrate external firms, partners, and cross-functional teams.

This conference will tackle critical questions to help guide B2B marketers in today’s challenging environment:

  • How can distributors or third party channel members help to create an optimal customer experience?
  • How should marketing, sales, customer service, and other internal groups be coordinated to provide a seamless customer experience?
  • How is digital marketing integrated into and leveraged across the organization?
  • What are the appropriate metrics in a multi-touchpoint B2B experience?

This will be a useful event for anyone currently teaching marketing who aims to stay current in today’s rapidly changing world.

Speakers include:

  • Dave Abbott, Senior Director, Online Marketing, The Home Depot
  • Tim Bohling, Vice President, Marketing Demand System, IBM Corporation
  • Steve Brill, Vice President of Global Retail Strategy, UPS
  • Grace Huang, Vice-President, Enterprise Product Planning, Manheim and Autotrader Group
  • Brett Knappe, Executive Director, Strategy & Corporate Accounts, US Region, Medtronic
  • Irma Shrivastava, US VP, Marketing Strategy, Menu Innovation, & Revenue Growth Management, The Coca-Cola Company
  • Carol Simon, Senior Vice President – Policy, Optum Labs
  • Michael Ahearne, University of Houston
  • Mark Bergen, University of Minnesota
  • Shantanu Dutta, University of Southern California
  • George John, University of Minnesota
  • Gary Lilien, Pennsylvania State University
  • Noah Lim, University of Wisconsin at Madison
  • Murali Mantrala, University of Missouri
  • Robert W. Palmatier, University of Washington

Click here for the agenda.

For more information, visit