Service Marketing for SMEs: That's how digitalisation goes in the middle class

We are moved by the idea to make the world of work more human - without constant pressure for efficiency, stress and fear. As Publisher Best of HR -® with podcast, eLearning-on-demand offers and news service we share 15 years of experience with our customers (Samsung, Otto, state institutions). By the Top20 female blogger and consultant Simone Janson, referenced in ARD, ZEIT, Wikipedia .
Copyright: Cover illustration via Amazon.

Digitization brings many advantages, especially for medium-sized companies and SMEs. Unfortunately, tradition-conscious families often misjudge the benefits of digitization. This book offers help with many best practice cases.

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Here writes for you: Stephan Lamprecht is a journalist and editor at Profile

The practice-oriented service marketing for SMEs


The progressive digitization of our lives is changing all parts of the economy. Artificial intelligence and robotics will find their way into more and more areas in the coming years. And that will change and shape the world of work.

This applies above all to industry, but will also bring about changes in trade and services. Supermarkets that manage with few employees, are in China and the US only the harbinger of this change.

With optimism in the future


Overall, service outlooks for the future are significantly better than those in industry. But even here, routine tasks will increasingly be taken over by intelligent technical systems.

In this changing environment, service providers need to find a niche that will work in the medium term.

Inspirations full


In the beginning there is always the idea. Veronika Bellone and Thomas Matla deliver it in bulk at the beginning of their book. Of course, it's not about just copying someone else's business idea.

But the short portraits of other service providers show in a fascinating way how many self-employed and small ones Company managed to find their position in a service society.

That's the way to change


And the two authors also show the already emerging changes today. Because the proportion of "hybrid" models will grow strongly. Customer needs are changing, but so are consumer behaviors. Whoever buys a car today, is (almost) better informed when entering the shop than the seller. Mobility-related services and services - that's what manufacturers take more into their own hands.

Disruption is one of them


And not only in the car industry. Practical examples, ideas, insights and advice from other service providers also permeate the rest of the book. Their reading alone justifies the purchase.

Disruption and insecurity are simply part of this time. All companies have to be prepared for the uncertainties in business life. All the better if authors in the chapter, which is dedicated to the strategies, also proactively deal with this topic.

Finding the right strategy


There are also classics presented. So, if you've graduated in business administration, you'll read the section with a bit less profit than any other reader who first wants your business idea and business, but who will have to do so without the theoretical background.

But there is no scientific ballast, but the section is limited to the utility and the implementation of the strategies in practice. Everything revolves around growth, strategies, market coverage, and market entry.

Implement service marketing


What uses the most beautiful strategy, if this can not be implemented then? The authors also expand the tool case in the third chapter of the book. Measurably setting goals, SWOT analyzes, a needs-oriented marketing mix or analyzes of the quality of services. The benefits and uses of the various instruments are explained in detail and understandably.

Conclusion: Practical guides for service marketing for smaller companies are hardly offered. So much the better that Campus-Verlag has now launched this extremely useful work. Comprehensive and to the point.

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