Cor Molenaar is a Strategic Consultant, specialised in the development of e-commerce strategies and Customer Relationship Management. He advises organisations on the commercial application of Internet and CRM. Prof. dr. Cor Molenaar puts people in the centre of all the changes that are occuring in society and companies.
Expert in emarketing and distance selling
After his study in economics, Cor has successfully completed a number of other studies in order to gain a further in-dept vision. After he received this Masters at the Vrije Universiteit in Amsterdam, the Netherlands, in change management 1992, he started his doctoral research: “application possibilities of information technology in marketing”. In January 1997 he defended his thesis at the Rijksuniversiteit Groningen, the Netherlands. His tutors were Prof Dr P.S.H. Leeflang and Prof. Dr J.C. Hoekstra.
In 1999, he was appointed (part-time) professor at the department Business Administration of the RSM / Erasmus Universiteit in Rotterdam, The Netherlands. His teaching commitment is: to research changes which arise from the application of information technology in marketing and the behaviour of the people. Apart from research he is also responsible for an individual optional subject eMarketing, within the standard Masters studies. Since 2007 his teaching commitment was extended to become eMarketing and Distance Selling. Here the influence of the Internet and the buying behaviour of people is studied specifically.
Apart from his responsibilities as the eXQuo consultancy director and the professorship, his responsibilities also include: chairman of the RFID platform Nederland, chairman of the Stichting Thuiswinkel Waarborgmerk and member of the advisory board of a variety of organisations.
In the seventies, Cor was involved in administrative automation, but in the eighties, as manager at RAET computer services, he was introduced to the opportunities IT provided for marketing. Marketing information systems, database marketing, laser printing and marketing analyses were applications in which he specialised. In 1987 he continued his career at OGILVY&MATHER Dataconsult in Amsterdam, an autonomous branch of the advertisement agency Ogilvy&Mather. He became a member of the Worldwide Board of Directors of OgilvyOne. When he left the agency in 1998, this branch had more than 250 employees, and his clientele included prominent organisations such as KLM, PHILIPS, KPN, Air Miles, Hewlett Packard and UNILEVER.
Next, he started his private strategy consultancy agency eXQuo consultancy in Oosterbeek, the Netherlands. This agency is specialised in strategy consultancy in the field of marketing, IT and organisation structuring. His many years of experience as well as academic research, implemented at the RSM / Erasmus Universiteit in Rotterdam are assets.
Present consultancy assignments are focused on the impact of internet on retail, effective eMarketing (ecommerce strategies) and making an organization customer driven (by using IT tools for instance).
- The impact of IT on marketing like CRM, Internet.
- Customer buying behaviour in relationship with internet and physical stores
- The impact of internet on retail
- The future of retail
- eMarketing in general
- Presentations between ½ h and 2 h
- Workshops, from 2 h untill full day
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