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Kundenzentriertes Markenmanagement
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Dieses essential beschreibt, wie sich Markenmanagement ndern muss, um einem durch die Digitalisierung geprgtem Kundenverstndnis gerecht zu werden. Starre Konstrukte wie die Markenpositionierung, Markendifferenzierung oder Markenkonsistenz werden durch die Ausrichtung am Kunden, die Customer Experience und die Customer Centricity in Frage gestellt. Das Buch beantwortet die zentralen Fragestellungen des Zusammenspiels von Markenmanagement und Customer Experience Management und sttzt sich dabei unter anderem auf eine aktuelle Umfrage unter Marketingentscheidern. Die Neuausrichtung des Markenmanagements, vom Persona-Ansatz ber die Consumer Experience Journey bis hin zu organisatorischen Aspekten, wird umsetzungsorientiert dargestellt.
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