Topic: Managing Customers as Investments

Sunil Gupta is the Meyer Feldberg Professor of Business at Columbia Business School. In the last seventeen years, he has taught in the MBA, Ph.D., and the Executive programs at Columbia GSB, Harvard Business School and UCLA. He also had short teaching assignments in China, Poland, Portugal, Spain and Tunisia. He has conducted seminars and consulted with large companies in the US, Canada, Europe and Asia. As a business expert, he has appeared on several television programs on BBC, CNN, PBS, the German News Network, and the Spanish News and has been quoted in The Associated Press, The New York Times and The Washington Post. He is also the co-founder and President of the EX Group, a strategic consulting firm. Sunil’s expertise is in the areas of marketing strategy, pricing, and customer management. He has published two books and several articles on these topics. His research papers have won numerous awards including the 2002 and 1993 O’Dell Award and the 1998 Paul Green Award of the Journal of Marketing Research for the most significant contribution in the field of marketing, the 1998, 2000 and 2003 Marketing Science Institute award for the best paper, and the 1999 best paper award for the International Journal of Research in Marketing. His most recent book is “Managing Customers as Investments.”

During 2003-2004, Sunil was the Thomas Henry Carroll Ford Foundation Visiting Professor at the Harvard Business School. In 1996, he spent his sabbatical with McKinsey & Co. In 1999, Sunil was selected as the best core course teacher at Columbia Business School, for his course on Marketing. Sunil holds a Bachelors degree in Mechanical Engineering from the Indian Institute of Technology, Delhi, an MBA from the Indian Institute of Management, Ahmedabad, and a Ph.D. from Columbia University.

Session Plans

• Understanding Customers and Creating Customer Value
• Managing Customers for Profits
• Creating and Capturing Value
• American Airlines’ Value Pricing ( Harvard Business School Case)