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The 2014 Venice International Marketing Trends conference

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As every two years I attended the international marketing trends conference in Venice (there are worse places for a conference, aren’t there ?).

This annual conference is organized in Italy on even years, and in Paris (at the ESCP school of management) on uneven years.

Unlike other academic conference, this one presents the particularity to address a mixed audience of scholars and practitioner. Whereas research sessions focused on research papers, a special “track” was reserved for practitioners : the Marketing Forum.

The marketing forum is especially interesting because it involves top-notch managers who explain their marketing strategies and innovation.

Like in 2012 Delphine Desgurse was there and explained the latest innovations launched by the French post, Maureen Sigliano (VP Global Loyalty of Western Union) gave a fantastic speech about her work, Damien Joannes explained the various innovations launched by Edenred in the US and in Italy, …

There was an incredible amount of food for thought and as Michael HAENLEIN explained in the closing plenary explained, going back from the conference with one or two new ideas makes the trip already worthwhile. I completely agree.

Getting new and fresh ideas is a very difficult process and conferences are for me the ideal moment to think and reflect about my own research of course, but also on how to help our clients on their goals in terms of customer satisfaction and loyalty.

I was for instance very inspired by the work of Western Union and their provocative ideas about loyalty and CRM (Customer Relationship Management) and will prepare a post on that. The business case of K par K, a company of Saint-Gobain, was also great to tackle the issue of cannibalization. Keep tuned on our blog to discover all those wonderful ideas which we hope will inspire you too.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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