CTAM SUMMIT #3: Customer-centric selling

By Janice Lee

BOSTON - Set up on a huge stage like a classroom, with Harvard Business School Professor Rajiv Lal stretching the minds of his marketing class, this CTAM session was like none other I have seen in my 20 years of attending these Summits. The "class" offered a look at a Best Buy retail case study on new thinking about customer centricity. Professor Lal's 36 CTAM U students offered their take on why many of the moves were so effective and what could have been done differently to hit it out of the park. The fast-paced discussion focused on customer centric...