Marco Bertini

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In the crowded business landscape, firms are constantly under pressure to differentiate themselves from their competitors… and then capitalise on this advantage. Traditionally, businesses tout their ability to create value for customers. Marketing and monetisation expert Marco Bertini believes, however, that businesses routinely fail to think through the critical next step: they don’t have a clear sense of how to convert value into lasting revenue.

Professor Bertini’s views on monetisation – a unique blend of economics, psychology and sociology – are helping business leaders make the most of the offerings they proudly bring to market, build stronger brands and strengthen relationships with customers. His methods for establishing strong, sustainable revenue strategies are highly sought after, as demonstrated by his extensive corporate training relations with large firms such as Coca-Cola, H&M, ExxonMobil, Ericsson, Hewlett-Packard, IBM, Pfizer, P&G and PwC, as well as a distinguished portfolio of start-ups.

At the same time, Bertini’s research appears in leading journals for marketing practice and science, including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research and Marketing Science. His work and commentary often feature in top media outlets, including the BBC, Strategy + Business, The Financial Times, The New York Times and The Wall Street Journal.

His presentation, "Selling and Capturing Value in the Market" explains five steps that every organisation must take to improve this basic business skill. In particular, the session highlights the delicate role of distributors in understanding, communicating and ultimately capturing the value created by manufacturers and, importantly, by themselves.

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