Dipak Jain -- The Future of Marketing

Rotman Marketing Association Session, Rotman School of Management, January 20, 2005

These participant's notes were created in real-time during the meeting, based on the speaker's presentation(s) and comments from the audience. These should not be viewed as official transcripts of the meeting, but only as an interpretation by a single individual. Lapses, grammatical errors, and typing mistakes may not have been corrected. Questions about content should be directed to the originator. These notes have been contributed by David Ing (daviding@systemicbusiness.org) of the Systemic Business Community.

[Dipak Jain, Dean, Kellogg Graduate School of Management, Northwestern University]


Background in math, operations research

Now Kellogg, 18 years, 4 years as dean

Kotler asked Jain to speak in his place at the conference

The field of marketing, started from psych, social psych, cognitive psych

Teaching:  important to bring academic rigour, combined with business relevance

What are the challenges in the field, and how are we dealing with them:  2005 to 2015.

1.  Nano-second culture

2. Hypercomptition

3. Demanding customers

Have to act faster, lots of competitors, and have more demand customers.

Real challenge:  how do we go about creating meaningful differentiation in the minds of more discerning customers?

A.  Change from product-centric to customer-centric approach

Jean-Claude Larreche, (Markstrat) with Jain writing a book on customer centricity

Major shift in thinking

Don't think of marketing as a discipline, it's a mindset


In financial field, relationship marketing?  Customers can be with you 75 years.  Educating, first

IT services, challenged with real ways of building the relationship.  All are built in trust.  How do you get to know customers in marketing, because it's usually sales people

Manufacturing industries?  Boeing or Airbus?  Customer centricty of larger companies.

Competitive advantage of employees; work in organizational effectiveness, on engagement.  Leadership lip service.

Quality, originally seen as inspection, with statistical process control.  Now seen as encompassing the whole business.  Convergence of quality with marketing?


Some content on this website may be subject to prior copyrights.
Please contact the author(s) prior to reproduction or further distribution of the materials.