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

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Published at , 02.08.2016, in English / German, by Stephan Lamprecht, Wolfgang Hanfstein (ed.), All authors can be found in the book preview below.

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.

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By the way: You will find an overview of the handpicked recommendations of our editors in our section Editorial book tips in cooperation with our partners Managementbuch.de & Roter-Reiter.de!

Here writes for you:

Stephan Lamprecht Stephan Lamprecht

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


Here writes for you:

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


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 of the book is: "If you do not have customers, you do not have a 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" by clearly shows how important it is today that products no longer just satisfy existing customer needs, but help define one's own lifestyle. The author Hermann H. Wala shows in his new book the 7 basic ingredients needed 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 of the brand consultant Hermann H. Wala is still worth reading, is based on his basic thesis. Accordingly, successful and sustainable brands are "we-brands", ie brands that go beyond the mere benefit rationale 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 who is well versed in the current marketing literature. Thus, the topic of "emotions" essentially by the representation of the positions of the marketing experts Hans-Georg Häusel and Martin Lindstrom denied.

On the other hand, Wala quickly familiarizes his readers with the latest developments in marketing. And he delivers some sweets. Because each chapter is completed with a high-profile interview. Well-known CEOs and - one can hardly believe it - Franz Beckenbauer (who, as always, is completely sovereign) are among the participants. 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 once again that with eye-catching advertising campaigns you will undoubtedly attract a great deal 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 says clearly: 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 tape" 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 foliage for those who are looking for good marketing. Sure, the ideas can not and should not be copied to 1: 1. But the "role models" stimulate the head cinema and help to come up with extraordinary ideas.

Identify brands


Strong brands and great personalities have a lot in common! This is what marketing expert Franz-Rudolf Esch says in his new book "Identity". Because that's what distinguishes good brands: 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 community" is an integral part of corporate policy. Whoever wants to market their products successfully, build a good brand image or tie up target groups, should strive to build up digital communities and develop them steadily. This book helps!

The desire and the need for exchange and communication are the key to understanding communities on the Internet. The book "Digital Community Management" shows how communities can be purposefully built up. And there's a lot more to that 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 workbook that explains how to use and build a community on the Internet in simple language. If you want to get informed about the topic from a business perspective, you should access it here.

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