Ian Gordon

Biography:

Ian Gordon is a marketing management consultant and principal at Convergence Management Consultants Ltd., where he specializes in helping companies manage customer relationships and solve strategic marketing issues. He is the author of four marketing texts, including Relationship Marketing, Managing the New Customer Relationship, and Competitor Targeting, and 13 articles in Ivey Business Journal. He is an electrical engineer and marketer who has worked extensively at the intersection of marketing and technology as a consultant, executive, lecturer, and author. Contact: igordon@converge.ca

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Surviving Big Data’s Zombie Apocalypse

by Issue: May/June 2021

With the rising popularity of anti-social “oppositional marketing,” big-data platforms are on a collision course with privacy regulators.

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…
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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……

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