Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers’ innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds,...

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer...

Die klassischen Methoden der Neukundengewinnung -- Welchen Stellenwert hat die Empfehlung für die Neukundengewinnung? -- Die Angst vor der Frage nach Empfehlungen -- Die Einstellung des Verkäufers zur Empfehlung -- Empfehlungsmarketing in der Praxis -- Der Umgang mit Kundenwiderständen -- Die...

Denkblockaden im Marketing – und wie Sie sie aufbrechen -- Gehirn-Viren und K.o.-Marketing -- Marketing, eine brauchbare Definition -- Der Kunde, das unbekannte Wesen -- So geht's – praktische Gebrauchsanleitung -- Die gewinnende Strategie -- Ihr eigenes Personen-Marketing -- Zur Praxis des...

Einleitung: Spitzenleistungen in Vertriebs- und Kundenmanagement -- Top-10-Erfolgsfaktoren für Spitzenleistungen im Vertrieb -- Excellence in Sales ist ein Thema für das gesamte Unternehmen -- Der Zusammenhang von Marketing- und Vertriebsstrategie -- Entwicklung von erfolgreichen...

Building Routes to Customers explains the powerful “Routes-to-Market” approach for driving profitable growth. World-class organizations including IBM, Microsoft, HP, Cisco, Hitachi, Adobe and Plantronics, and hundreds of smaller companies, have adopted RTM to develop and execute highly...

This book explains how the concept of mutuality is quickly becoming a fundamental principle in marketing. It presents useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise...

Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take...

Do brand communities really work for FMCG? Can brand-community members be characterized by specific behavioral attributes? Are there significant differences between members and those simply visiting the brand-community site? In her study Sandra Meister derives a set of behavioral attributes...