Warum sollten Sie Wissen verschenken? -- Was bringt Content Marketing für Ihren Unternehmenserfolg? -- Wie lässt sich Content Marketing professionell umsetzen? -- Welches ist das wichtigste Problem Ihrer potenziellen Kunden und welche Lösungen haben Sie parat? -- So funktioniert Content...

The overall goal of this book is the identification of design features and prerequisites for a CRM-system, which contribute to an increase in sales and the overall development of corporations in the packaging industry. Particular attention is paid to the identification of requirements of a...

Der aktuelle Stand des Marketings -- Das neue Paradigma: H2H-Marketing: Das H2H-Marketing-Modell: Die drei einflussreichen Faktoren (Design Thinking, Die Service-Dominant Logic, Digitalisieurung) -- H2H-Mindset: Die Basis -- H2H-Management: Vertrauen und Marke in den Fokus rücken...

This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and...

In order to be developed, inter-organizational relationships, as well as organizational cultures, rely on communication, learning, trust, commitment, and shared meanings and symbols. This book discusses the emergence and development of an inter-organizational culture, in which meanings, beliefs,...

Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM)....

Customer Relationship Management -- Organizational Buying -- Relationship Value -- Reasoning of Customers to Provide Value -- Study 1: Opportunity Management -- Study 2: Value Management -- Limitations and Managerial Implications

Theoretical Background on Mass Customization Research -- Fundamentals of Culture Research -- Cultural Influence on Consumer Behavior Under Mass Customization -- Cultural‐bound Interest in Mass Customization – survey -- Cultural‐Bound Actions in Mass Customization – experiment. .

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal...

Stand der Forschung zur Anbieter-Kunden-Interaktion im professionellen Dienstleistungskontext -- Kommunikation von Unsicherheit durch professionelle Dienstleister gegenüber Kunden -- Die Rolle des Preisfokus bei der Positionierung von Projektproposals im Consultingkontext