Overview

In an era where sustainability and digital disruption redefine the rules of business, how do companies create lasting value while navigating complexity and fierce competition? The book offers a comprehensive roadmap for mastering modern marketing's most critical challenge: placing customers at the heart of strategy. This authoritative textbook bridges theory and practice, exploring how firms can leverage big data, AI, and omnichannel engagement to understand customer needs, build trust, and foster loyalty that drives sustainable profitability. From measuring customer lifetime value and designing effective loyalty programs to harnessing digital platforms for co-creation and personalized experiences, the authors integrate financial rigor with behavioral insights. Rich with real-world examples-- from Nike's AI-driven innovation to Amazon's predictive analytics-- this book equips readers with frameworks to transform marketing from a cost center into a strategic engine of growth, balancing shareholder returns with environmental and social responsibility in today's dynamic marketplace.

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is Full Professor of Corporate Economics and Management and Director of the Department of Economics and Management at the University of Brescia. He is also Editor-in-Chief of the journal Micro&Macro Marketing. is tenured Lecturer in the Department of Marketing at Bocconi University, where he is also Program Coordinator for the Master in Marketing and Communication. is Full Professor of Corporate Economics and Management in the Department of Marketing Bocconi University in Milan. He served as Dean of SDA Bocconi School of Management and Dean of Development. is Assistant Professor in the Department of Marketing at Bocconi University in Milan and Director of the course "" Marketing Management - Advanced"" .

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