Three steps to go beyond classic segmentation and unpack relationships with customers.
David Dubois
INSEAD Associate Professor of Marketing
David Dubois is a global expert on data-driven marketing, customer centricity and digital transformation. By focusing on how technology intersects with human behaviour – among consumers and professionals – he helps organizations unlock new sources of growth from analytics and enrich their customer relationships. He is also an expert in luxury and fashion brand management.
His work on technology and consumption, analytics-driven insights generation, social influence, social media behavior, word-of-mouth and luxury consumption has appeared in top academic journals (all accessible here) and is regularly featured in outlets such as The Financial Times, The Economist or Le Monde, among others. David Dubois is also an Associate Editor at the Journal of Consumer Research.
At INSEAD, David directs the Leading Digital Marketing Strategy Programme and the Driving Digital Marketing Strategy Programme, and has directed and delivered dozens of executive education programs or workshops for B2B and B2C companies such as Google, Facebook, Cartier, l'Oréal Paris, Pernod Ricard, Sanofi, Cipla, Takeda, or Mizuho. In addition, he has developed MBA electives on (1) Digital and Social Media Strategy and (2) Value Creation in Luxury and Fashion. A prolific case writer (all accessible here), David Dubois has been the top 40 bestselling case authors worldwide since 2018 and his cases won the 2017 and 2018 best marketing case awards by the Case Center and the 2019 EFMD case competition.
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