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On Tuesday, June 5th, Anglo-American University’s School of Business Administration invites all who are interested in the topic “How can firms create and deliver value for their customers?” for the next MBA Open lecture. The lecture will be hosted by Dr. Gokcen Coskuner-Balli, the Chapman MBA lecturer of Marketing management and Associate Professor from the Argyros School of Business and Economics.
About the topic: Brands thrive by understanding their consumers’ needs by providing products and services to meet those needs. As a result, it is critical to understand what consumers value and how brands can offer products and services by creating different types of value for their customers. In this open lecture, Dr. Balli will talk about the concept of ‘value’ in marketing. She will discuss five types of customer value-economic, functional, experiential, and community/linking and identity.
About the lecturer: Gokcen Coskuner-Balli is an Associate Professor of Marketing at Argyros School of Business and Economics, Chapman University. Her research explores the cultural and political shaping of consumer-market interactions and offers theorizations for politics of consumption, institutional legitimacy, market creation and evolution. Her work has been published in Journal of Marketing, Journal of Consumer Research, Marketing Theory, Journal of Consumer Culture, and Journal of Consumer Behavior and has worked in the advertising industry both in Turkey and in the U.S.
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The MBA Open Lecture will take place at Anglo-American University, Letenská 5, in room no. 2.07. Light refreshments will be provided. We look forward to seeing you.