Faculty

Gino Van Ossel

Prof Gino Van Ossel
Professor of Retail & Trade Marketing at Vlerick Business School

Passionate about how people shop, Gino Van Ossel has developed an unrivalled understanding of the shopper's journey from the earliest buying intention to the actual purchase. He first recorded the growing importance of in-store decision-making, and he is currently studying how technology is changing our buying behaviour. His expertise extends from strategic channel management and go-to-market strategy issues to operational trade & shopper marketing practices. Gino’s courses and presentations are very popular, as he combines solid content with a very entertaining style.
Philippe Baecke

Prof Philippe Baecke
Professor of Marketing & Data Analytics at Vlerick Business School

Philippe focuses on customer relationship management, business analytics and big data. Equipped with strong data analytics skills, he has coached numerous organisations on big data projects and he has customised business research projects for companies such as KBC, Dunnhumby/Tesco (London), Bisnode, BIG, Mobile Vikings and Sanoma.  
Prof. dr. Walther Ploos van Amstel

Prof Walther Ploos van Amstel
Professor at the Free University of Amsterdam

Walther's field of expertise is Supply Chain Management.

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Customer Value Proposition

Prof Deva Rangarajan, Programme Director of "Key Account Management" explains what a customer value proposition is and what the different building blocks of a succesful VP are.

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    B2B organizations are increasingly considering the use of digital technology to engage end-consumers. However, capturing value from such engagements requires a different approach than mere interactions with business customers. The Consumer Engagement Framework includes six types of consumer engagement, and provides a useful basis for any B2B organization to assess its current consumer engagement initiatives as well as to identify how these efforts can be reinforced, supplemented or integrated to enhance the scope and impact of the organization’s digital initiatives.
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