News

3 news articles

• How to become truly relevant to your customer - 'The Customer Leader' offers tools

  Type: Education

  Publication date: 10/11/2022

  It all starts with the customer. If we want to be successful business leaders, we need for customers to follow us. But true leaders also follow their customers, because with them it is possible to build a great organization. Prof. Henry Robben and co-author Prof. Rudy Moenaert wrote the book The Customer Leader. “A no-nonsense book full of initiatives," according to Robben and Moenaert.

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• “Marketing is just like soccer; we all think we know something about it”

  Type: Research

  Publication date: 4/28/2022

  What should you do with textbooks are outdated or written in a traditional, sometimes even conservative way? Writing a book at that point seems like a monumental challenge.

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• Henry Robben, 25 years of making an impact

  Type: Community

  Publication date: 3/18/2022

  Marketing Professor Henry Robben is visibly moved when he looks back at the overwhelming amount of congratulations he received for his 25th anniversary.

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