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Abschied vom Branding
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Product Details
Der Begriff Branding verleitet zu der Vorstellung, man knne Brands durch angestrengte Kommunikation erzeugen. Diese Annahme fhrt zu einer enormen Verschwendung von Ressourcen im Marketing. Was aber sind die Alternativen zum Branding? Dieses Buch stellt ins Zentrum, worum es dem Marketer wirklich geht: neue Kunden ans Kaufen fhren und sicherstellen, dass die Kunden wieder kaufen. Dieses Ziel wird mit dem Ansatz des kaufprozess-basierten Marketings erreicht. Er zeigt, wo Kommunikation noch greift, deckt Schlsselstellen auf und macht deutlich, wie man Menschen erreicht, damit der Kaufprozess voranschreitet und sie kaufen. Ein inspirierendes Buch fr alle Fhrungskrfte aus Marketing, Kommunikation und Vertrieb, die ihre Ressourcen da einsetzen wollen, wo sie tatschlich wirken!.
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