Eric Berggren
Eric Berggren

Adjunct Lecturer of Marketing

Print Overview

Eric Berggren is an Adjunct Lecturer of Marketing at Northwestern University's Kellogg School of Management teaching in both the MBA and Executive Education programs.  He began teaching strategy and customer value management in Kellogg's custom Executive Education programs in 2006. Eric also co-authored a chapter in Kellogg on Integrated Marketing, in addition to several other publications. 

When not in class, Eric is Managing Director of Axios Partners, Inc. where he leads client teams across six continents to innovate and manage their customer value for revenue and profit growth.  His work spans diverse industries including professional & financial services, high-tech, energy, health care, telecommunications and industrial products.  Eric's creative, yet pragmatic approach consistently generates tangible client results highlighted in Harvard Business Review, Fortune and several popular business books.  To help organizations achieve best practice in customer value management, Eric and Kellogg Professor James C. Anderson created the Customer Value Expert Toolset, a proprietary web-based application to quantify and prove the value delivered to target customers.

Eric honed his management skills at Gemini Consulting by leading the Building Market-Focused Organizations center of excellence and serving as chief-of-staff for the 150-person strategy practice.  As a founding member and past chair of Thrive Chicago, Eric also promotes servant (values-based) leadership in the Chicago business and not-for-profit communities.

Eric earned his M.B.A. with distinction from the Kellogg School of Management with concentrations in marketing, management policy, and finance.  He earned his B.A. magna cum laude with highest honors in economics from Kenyon College.

Print Vita
M.B.A., 1988, Marketing, Finance and Management Policy, Kellogg School of Management, Northwestern University, Distinction
B.A., 1984, Economics, Kenyon College, Highest Honors

Academic Positions
Adjunct Lecturer, Marketing, Kellogg School of Management, Northwestern University, 2016-present

Other Professional Experience
Founder and Managing Director, Axios Partners Inc., 1994-present
Co-founder and Managing Director, CVET LLC, 2011-present
Principal, Gemini Consulting, 1991-1994
Consultant, the MAC Group, 1988-1990
Assistant Brand Manager, G.D. Searle & Co., 1987-1987
Analyst, The MAC Group, 1984-1986

Print Research

Print Teaching
Full-Time / Evening & Weekend MBA
Business-to-Business (B2B) Marketing (MKTG-453-0)
Business-to-Business (B2B) marketing is undergoing a revolution. The complex, high-price/high-risk, multi-stakeholder negotiated purchase decisions present business markets with unique challenges. Rapid technology advances are transforming customer value requirements and the business models needed to deliver them. This course provides a practical understanding of four primary B2B market processes: choosing, creating, communicating and converting customer value into profit. Within these processes, we will explore and practice using frameworks and tools to identify new sources of customer value, quantify the value, craft winning value propositions, segment and target the most attractive customers, create new business models, manage value delivery networks, and integrate marketing communication across channels.

Executive MBA
B2B Marketing (MKTGX-945-0)