Lecture to challenge marketing perceptions


6 January 2015

Professor Heiner Evanschitzky will deliver his free Inaugural Lecture this month, challenging some of the dearly held beliefs of marketing.

Professor Evanschitzky of Aston Business School will give the free lecture, entitled ‘Today’s friend, tomorrow’s foe and the thing called loyalty’ on 22nd January from 6:30pm in the Sumpner Lecture Theatre.

He will challenge the idea that loyal customers are more profitable for firms and question whether loyalty programmes can truly help to build and maintain loyalty.

Professor Evanschitzky is the Chair of Marketing at Aston Business School and has a strong background in marketing science. He is very active within the field, currently holding a place on the editorial board of the Journal of Business Research and Industrial Marketing Management and is founder-editor of the book series Applied Marketing Science.

Based on a series of studies conducted during the past 10 years, the lecture will critically assess the usefulness of loyalty programmes and the role of complaint management. The issue of relationship dynamics as a more realistic approach to understanding customer-brand relationships will also be discussed. 

Previous to his appointment at Aston, Professor Evanschitzky worked as Assistant and Associate Professor at the Marketing Centre at Muenster University (Germany) and as Professor of Marketing at the University of Strathclyde. He has co-chaired a number of international high-profile symposia from the Academy of Marketing Science (AMS), the American Marketing Association (AMA), and Australia and New Zealand Marketing Academy (ANZMAC).

The lecture will start at 6:30pm (with tea and coffee from 6pm) and will be held in the Sumpner Lecture Theatre, located in the Main Building on Aston University campus, which is just a short walk from the centre of Birmingham. 

The lecture is open to the general public and there is no entry charge. There will be a drinks reception after the lecture. 

Visit the website to register, or for further information please contact Emma Tromans on 0121 204 4542 or email events@aston.ac.uk