Autor: Jesko Perrey

Dr. Jesko Perrey Director, Du¨sseldorf Jesko Perrey is the global leader of the CLM (Customer Lifecycle Management) service line and a core member of the leadership team of the EMEA Consumer Goods & Retail Practice at Mc Kinsey. His focus is on brand management, marketing ROI, segmentation, and CLM across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing ROI, segmentation, and CLM, and coauthor of the book Power Brands. He holds an MBA and a Ph D from the University of Mu¨nster. Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke is a core member of the EMEA Consumer Goods & Retail Practice, as well as of the EMEA Marketing & Sales Practice at Mc Kinsey. Dennis leads the global service line on marketing ROI and branding. In recent years, Dennis» work has focused primarily on the areas of digital marketing, marketing ROI, and branding. Dennis holds a Ph D from the Otto Beisheim School of Management (WHU) in Vallendar.