For INSEAD professors, staff members, students or alumni
From Category Management to Customer Relationship Management - The Case of Henkel
Manufacturers of fast moving consumer goods (FMCGs) are struggling to identify how CRM practices should be applied to their industry.
Published 02 Jan 2006
Reference 5337
Topic Marketing
Region Europe
Board Process Simulation (A)
By Stanislav Shekshnia
Birkenstock: Exit the Family. Enter a Professional CEO
By Morten Bennedsen, Mark Stabile, Brian Henry
Rasurel: Reviving an Ageing Brand
By Amitava Chattopadhyay, Séverine de Wulf