Susan Fournier Delivers Keynote in Stockholm for Swedish Marketing Federation

in Faculty, Honors & Awards, Marketing, News
December 11th, 2012

“Getting Inside the ‘R’ in Customer Relationship Management”

Professor Susan Fournier in StockholmBoston University School of Management’s Susan Fournier was featured as a keynote speaker in Stockholm recently, where she delivered her talk, “Getting Inside the ‘R’ in Customer Relationship Management,” for the Swedish Marketing Federation’s 2012 annual conference.

Fournier, a professor of marketing and co-director of the School’s MBA Program, has been named one of academia’s most influential researchers for her work on brand theory.

Her keynote covered the top three consumer relationship mistakes: Relating with “consumers” but leaving the “people” out; adopting a one-size-fits-all approach to relationships; and not effectively listening or playing by the rules of the consumer-brand contract. Fournier then offered the following advice for marketers:

  • We are not relating with “consumers;” we are relating with people.
  • People aren’t here to have brand relationships; they are here to live their lives.
  • Optimized systems put brand relationships in perspective as facilitators, not ends in themselves.

Contact Professor Fournier for a copy of the presentation.