jueves, 9 de agosto de 2012

Conferencia Internacional de RR.PP. Los oradores: David Shore

David A. Shore teaches the popular graduate course Strategic Marketing: Gaining Competitive Advantage Through Positioning, Branding, and Trust at Harvard,where he is also an Associate Dean at the Harvard School of Public Health.

Founding Director of the School's The Public's Health: A Matter of Trust initiative, he chaired the inaugural national symposium, and subsequent custom executive programs.

Shore's customized Branding Boot Camps and branding audits have been provided to numerous organizations. His presentations make use of the case method and related instructional approaches for fast-paced active learning. He has consulted and given executive education seminars on six continents. He recently delivered keynote addresses to such diverse groups as The Wall Street Journal Healthcare Summit, Blue Cross Blue Shield Association, American Society of Association Executives, Ireland Health Summit, World Wide Partners Annual Meeting, Marriott President's Conference, the United States Agencies for International Development and for Healthcare Research and Quality. He delivered the keynote addresses for three of the last four American Management Association Branding Forums. He chaired the first, second, and third national executive Conferences on Branding, Positioning and Competitive Strategy for the Healthcare Industries. He advised the Direct Marketing Association on the DMA Brand Marketing Conference and delivered the keynote address for the 2001 DMA Brand Marketing Conference, and another DMA keynote in 2003. He serves on many advisory boards, including the American Heart Association and the Institute for Brand Leadership. He is an active consultant on creating, building, managing and evaluating trusted brands. His formula for building branding equity, brand dependency model, and brand equity test have been widely adopted. He recently served as the expert witness on brand valuation and brand equity in a high profile federal trial. He is currently developing methods for creating trusted reputations as an integral part of brand building, and is working on two books on the subject of trust, reputation and brand building.

Shore is the author of more than 100 publications. He currently has two books in publication: The Trust Crisis in Healthcare: Causes, Consequences and Cures, and The Prescription for Health Care: Building a Reputation People Really Know, Want and Trust. He has also completed a Branding Resource Guide and a Resource Guide to Trust in Healthcare. His marketing columns have been a regular feature in several magazines. He frequently appears in the press, and has been interviewed in a wide range of publications including Inc. Magazine, Bloomberg, The Economist.com, Forbes.com, The Healthcare Strategist, Modern Healthcare, Association Management, SellingPower, Enterpreneur Magazine, The New York Times, and The Wall Street Journal. The four 1999-2001 extended interviews with Shore on "Developing and Building Your Brand," "Positioning Your Product or Service," "Building Customer Loyalty," and "Trust Branding" in Growing Your Business were among the most popular in the magazine's history. He was also featured on the PBS program "Best Practices in Marketing."

Shore is Executive Director at the Center for Continuing Professional Education at Harvard University School of Public Health. From 1997-2002 he held the PricewaterhouseCoopers Directorship at Harvard, the first and only named directorship in continuing and executive education.
In all his work, Shore strives to build constructive links between theory and practice, creating ideas and providing a path to action.

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