Ian Gordon

Biography:

Ian Gordon is President, Convergence Management Consultants Ltd. (http://www.converge.ca/), which helps organizations assess, address and manage strategic issues to drive breakthrough revenue performance. He is the author of 3 business books on customer relationships and competing, and has conducted landmark price competitiveness and distribution channel strategy assignments for consumer durables, semi-durables and non-durables. igordon@converge.ca.

Creating product addicts

by Issue: January / February 2014

Addiction isn’t always negative. The value proposition of products and the manner in which they are sold and used…

THE MARKETER’S CHALLENGE: HOW TO TEACH CUSTOMERS NEW BEHAVIOURS

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The “slow” movement has gained traction in living, cooking and other domains, but in marketing, a patient, deliberate……

MARKETING GOVERNANCE: OVERSIGHT OVERLOOKED

by Issue: March / April 2007

Marketing is too important to the future of every company to avoid prime-time review by the Board of Directors. While…
Man choosing a holographic contact icon from a cloud of contact icons.

BEST PRACTICES: CUSTOMER RELATIONSHIP MANAGEMENT

by Issue: November / December 2002

No one company has written the book on CRM. And rightly so, says this author, whose examination of how companies practice……

CRM IS A STRATEGY NOT A TACTIC

by Issue: September / October 2001

Almost all firms have adopted Customer Relationship Management (CRM) in their bid to build loyalty and retention. Too…

CUSTOMER RELATIONSHIP MANAGEMENT: FROM CONFLICT TO COLLABORATION

by Issue: May / June 2001

The essence of a business relationship is collaboration, which might be thought of as the ability of more than one person……

CUSTOMER RELATIONSHIP MANAGEMENT AT CCL

by , et al.Issue: November / December 2001

Packaging aerosol products may seem like a rather unglamorous business, especially in today's New Economy, but the way……