5 Marketing Principles of Customer Orientation: Book Tips for the Oasis in the Service Desert {Review}


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What are the central principles really customer-oriented Company? The authors Kai Riedel and Franz Gresser wanted to find out and show how these principles can be transferred to other companies.

By the way: You can find many more hand-picked reading recommendations in our section Editorial book tips.


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Stephan Lamprecht Stephan Lamprecht

Stephan Lamprecht is a journalist and editor at Management-Journal.de

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Wolfgang Hanfstein 38Wolfgang Hanfstein is co-founder and chief editor of Managementbuch.de, the leading bookstore for executives, entrepreneurs and self-employed persons.

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No customers, No business

The result is a very helpful and practical guide for Companywho want to strengthen their customer focus. Numerous best practice examples, recommendations for action and checklists help with the successful implementation.

One of the most beautiful sentences in the book is: “If you have no customers, you have no business. Then you have a hobby. ” Customer loyalty and thus customer orientation are vital for a company to survive.

12 Basic principles for customer orientation

The authors present in their book 12 basic principles, which enable companies to focus on the customer. Chapter by chapter, the core theses are comprehensibly and comprehensibly developed.

These include the segmentation of customers, the trust of employees, and the creation of a corporate culture that learns from mistakes. Of course there are also references to technical systems to support.

Many case studies from other companies

The nearly 300 pages are dotted with countless examples from other companies that provide important insights. At the end of each chapter the reader is given a compressed summary in the form of a checklist. The work is rounded off by a comprehensive list of references.

Kai Riedel and Franz Gresser has developed a practice-oriented guide to a still important topic. Managers, managers and executives are actively supported in aligning the company to customer orientation.

He will survive, whose customers become fans

“My brand” from clearly shows how important it is nowadays that products no longer only satisfy existing customer needs, but also help to define their own lifestyle. In his new book, the author Hermann H. Wala shows the 7 basic ingredients that are necessary to build a successful “we brand”.

They are the usual suspects, which are under the microscope here, in order to decode the DNA of successful brands. Google, Amazon and, of course, Apple. And on the other hand, Opel and Camel once again lose their loser fat.

That the book by the brand consultant Hermann H. Wala is still worth reading is due to his basic thesis. Accordingly, successful and future-proof brands are “we brands”, that is, brands that go beyond the mere use argument and guarantee and create a “we feeling” between customers and companies.

What makes a brand successful

With this basic idea in store, Wala is knocking out successful and unsuccessful companies. And he can show how decisive it is today not only to supply the customers excellently, but to actually bring them into the boat.

This does not have to go so far as to make the consumer a prosumer, and thus also a producer of the products. But there is no way around to inspire the customers. Only, who would not? Hermann Wala is not measured, promises no simple recipes for this great task. But he delivers the seven ingredients without which a successful brand can not escape: self-responsibility, values, emotions, stories, trust, dynamism and positioning.

The goal: to satisfy your own lifestyle instead of needs

Hermann Wala uses many sources. This may disturb those who are well versed in current marketing literature. The issue of “emotions” is essentially contested by the positions of marketing experts Hans-Georg Häusel and Martin Lindstrom.

On the other hand, Wala quickly familiarizes its readers with the latest developments in marketing. And he delivers some sweets. Because each chapter ends with a top-class interview. Well-known CEOs and - you can hardly believe it - Franz Beckenbauer (who, as always, completely sovereign) are also involved. The concept of the “we brand” sharpens the eye for the new demands on marketing. It does justice to the new social reality in which “products no longer only satisfy needs, but serve more than ever to define one's own lifestyle.”

Please do not leave the birds!

Sell, Sell, Sell: Actually, it's all about business. And for many, that means: attract attention at all costs. Like the island of Borkum, which advertised with birds vacation. But good marketing means more!

The bird holiday campaign on the island of Borkum has just shown again: with an eye-catching advertising campaign you will undoubtedly get a lot of attention in the media and among potential customers. But does that actually lead to more sales? No, says successful author Hermann Scherer. He has already set new (book) standards with “Beyond Mediocrity”. And clearly says: being different is not enough. There is more to it. But one after anonther.

Convincing best-practice collection

In his new book, he delivers a compelling best practice collection of successful ideas and campaigns beyond mediocrity. As big as a school atlas, only thicker. And more colorful. Now he delivers the “supplementary volume” just as thick, just as colorful.

More than 100 marketing ideas are presented here in a large format and elegantly designed with a lot of picture and little text. Conclusion: There are advertising strategies beyond the Einheitsbreis! Come with the ideas. And with a focus to which this format fits, like a poke on the eye: advertising and marketing. Sensational campaigns, great portrayals. High-quality printed - a beautiful page and knowledge experience.

Being different and striking is not enough

Much has already been written about how to make good marketing and good advertising. Hermann Scherer and his co-author Jeannine Halene do not write much but show it. Campaigns that stand out, marketing concepts that are simply different.

But the authors also know that to attract attention just as little wins a flower head as Anders. A shoe of this is only when the conspicuous campaigns also meet punctually the markers.

Marketing with a striking effect

The respective campaigns are all well presented and briefly described: Who has done what with what goal. And above all, how did the campaigns work. Quick is clear, idea suggests budget. This is shown on the one hand by the 15.000 Views, which a campaign on Youtube received, or the percentage increase in sales, which caused another campaign.

Conclusion: An ideal reference and leafing through for everyone who is looking for good marketing. Sure, the ideas cannot and should not be copied 1: 1. But the “role models” stimulate the head cinema and help to come up with unusual ideas.

Identify brands

Strong brands and great personalities have a lot in common! That's what marketing expert Franz-Rudolf Esch says in his new book “Identity”. Because that's what makes good brands stand out: they all have their own identity.

Franz-Rudolf Esch is considered one of the most well-known marketing researchers in Germany. The profound expert of the matter infuses his branding experience into this book. Apart from the fashions of his department, he reflects on the creation of brand identities. Why - for example - does some brands succeed in becoming synonymous with their product genre (Tempo, Pampers, Google).

What is the identity of a brand? How to find them?

What should the brand stand for? What does our company actually stand for? And what values ​​do we want to convey with the brand?

In the chapters on brand identity, Esch details the branded wheel with its quadrants, which is well suited to pondering what it does.

Brand identity with life

How can the brand and its identity be experienced by customers? For this, it is necessary to think about the Customer Journey.

To know the contact points of the customer with the brand, and to make them all a stringent experience is, however, only one of the tasks in the area of ​​identity formation and brand management.

Also think about employer branding!

Employer branding must also be taken into account. Esch does not offer simple recipes for marketing (and does not want to), but it provides a lot of information for the corporate language.

The book is an absolute must for marketing executives and corporate executives who are interested in brand management. A true treasure of experiences from many years of consulting practice.

Community Management

The “digital communities” are an integral part of corporate policy. If you want to successfully market your products, build a good brand image or retain target groups, you should make every effort to build and continuously develop digital communities. This book helps!

The desire and need for exchange and communication are the key to understanding communities on the Internet. The book “Digital Community Management” shows how communities can be built in a targeted manner. And there is much more to it than just Facebook, as shown at the beginning of the book.

External and internal communities

After a brief introduction to key terms and roles within a community, the two main chapters focus on closely-spaced 60 pages of corporate and internal communities.

The authors outline possible Community objectives, basic considerations on the strategy, the structure and the legal framework.

Necessary tools for building

The reader notices the expertise of the authors. The book provides the tools to plan and build a community that fits in well with the company's strategic goals. Unfortunately, the practical examples are fictional and also hints for moderation and active development of a community would have been nice.

“Digital Community Management” is a good basic and work book that explains the use and building of a community on the Internet in simple language. If you want to find out more about the topic from a business perspective, you should access it here.


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