WHAT IF…in marketing

For 20 years CERS Centre for Relationship Marketing and Service Management at Hanken has served as a breeding ground for fresh ideas within marketing. In connection with and in honor of its 20^th anniversary, CERS has published a digital book of 500 pages. The book is aimed at marketing professionals who are in search and need of new ideas.

What if the customer does not actually buy the product the company is selling? What if it is more important to understand customer activity patterns than customer satisfaction and loyalty? What if you become successful only when you understand how people think, be it co-workers, competitors or customers.

-In practical terms the book offers fresh ideas about how to think and what to do differently in order to stand out from the crowd, explains CERS Director Kristina Heinonen,

The book is also relevant for researchers in marketing.

- Researchers will also benefit from the introduction of the globally well-known Nordic School within marketing. The Nordic School has its roots predominantly at Hanken. Its international significance is acknowledged in the book by top international researchers, Heinonen continues.

The entire anniversary book ”Nordic School: Service Marketing and Management for the Future” can be downloaded from the web:

http://hdl.handle.net/10138/156531