In a highly competitive and saturated market environment, building strong brands has become an imperative need. The best way to hold customers and attract new ones is to ensure you have a unique value proposition that is both rationally and emotionally different.

Professor Martin Boehm has spent the last decade researching and consulting in the area of customer management which has had a profound effect on his thinking as a marketing professor at IE Business School. He believes that his work on customer relationship management has broad implications for the corporate world.