Reinventing Marketing for a Digital World

In our fast-paced digital world, consumers often have a more negative opinion of Marketing than in the past, and they are increasingly concerned about the practices and motives of marketers and advertisers. Within companies, Marketing departments are frequently criticized for their oversized budgets and lack of accountability.

Recent developments in digital technologies have radically altered the nature of the Marketing industry. Companies now have access tosignificant amounts of digital data about their customers and markets. This means that, managers of departments such as Information Technology, Logistics and General Management, could see this as an opportunity to challenge the role of marketing executives.

The role of the Marketing industry is being called into question. 

Professor Marc Vanhuele

Marc Vanhuele holds a Master’s Degree in Communication Sciences and an MBA from KULeuven, Belgium, as well as a PH.D. from the University of California, Los Angeles. He has been an Associate Professor of Marketing at HEC Paris since he joined the faculty in 1993. He has also held visiting professorship positions at the London Business School and the University of California, Los Angeles. He was the Research Director at HEC Paris for six years, during which time he managed a research partnership with ENSAE and the Ecole Polytechnique. He is currently the Associate Dean of HEC Paris and primarily teaches Executive Education programs.

Professor Vanhuele has a professional background in market research and has been employed as a consultant for consumer goods and market research based companies.

He is an expert in consumer information processing. His current research focuses on the ways in which customers react to pricing strategies, and the ways in which marketing managers can use quantitative information about trends in consumer attitudes and behaviors to improve their marketing strategies. His previous research has been published in leading academic journals. He is also co-author of the critically acclaimed book, “Consumer Behavior. Applications in Marketing”, (Sage 2013) which discusses the most recent research on consumer behavior.