E52: Relationship between branding and martech - Interview Jan-Benedict Steenkamp, University of North Carolina


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In this episode, Elias has an interview with Jan-Benedict Steenkamp at the University of North Carolina in Chapel Hill. He is an authority in the field of branding. Jan-Benedict is a keynote speaker, author of Retail Disruptors, Global Brand Strategy, Brand Breakout, and Private Label Strategy.

During the chat, we talk about the relationship between branding and marketing technology. Topics we cover include:

  • How to prove the value and ROI on marketing to the C-Suite
  • The differences in marketing metrics that are used by marketing managers across different cultures worldwide
  • How technology plays a role in branding

During the interview, we talk about the study Managerial metric use in marketing decisions across 16 countries: A cultural perspective. The full study can be found here.

LinkedIn Jan-Benedict Steenkamp:https://www.linkedin.com/in/jan-benedict-steenkamp-bb535ab/

Discover the books published by Jan-Benedict Steenkamp: http://www.amazon.com/author/jbsteenkamp

If you want to be on this podcast or would like to know more about Marketing Technology, contact Elias Crum at e.crum@marketingguys.nl

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