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- Author: Pablo Erat
- Publisher: Sudwestdeutscher Verlag Fur Hochschulschriften AG
- Year: 2009
- Pages: 200
- ISBN-10: 3838105117
- ISBN-13: 9783838105116
- Format: 15.2 x 22.9 x 1.1 cm, minkšti viršeliai
- Language: English
- SAVE -10% with code: EXTRA
How to Realize the Potential of Business Customer Communities (e-book) (used book) | bookbook.eu
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Description
In the past the core of business-to-business marketing was to create and transfer information about products and services to customers. Today, as a result of the Internet revolution, this information is becoming commonly available. Due to information transparency, traditional linear marketing and sales approaches - focused on transferring information to customers - are reaching their limits. In his thesis, Dr. Pablo Erat argues that organizations in the business-to-business sector can profit from a customer marketing and service approach that is based on the enabling of customer communities. Based on an in-depth case study, he identifies four major challenge areas and demonstrates how these can be addressed in order to create well functioning communities and improve the sales performance.
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- Author: Pablo Erat
- Publisher: Sudwestdeutscher Verlag Fur Hochschulschriften AG
- Year: 2009
- Pages: 200
- ISBN-10: 3838105117
- ISBN-13: 9783838105116
- Format: 15.2 x 22.9 x 1.1 cm, minkšti viršeliai
- Language: English English
In the past the core of business-to-business marketing was to create and transfer information about products and services to customers. Today, as a result of the Internet revolution, this information is becoming commonly available. Due to information transparency, traditional linear marketing and sales approaches - focused on transferring information to customers - are reaching their limits. In his thesis, Dr. Pablo Erat argues that organizations in the business-to-business sector can profit from a customer marketing and service approach that is based on the enabling of customer communities. Based on an in-depth case study, he identifies four major challenge areas and demonstrates how these can be addressed in order to create well functioning communities and improve the sales performance.
Reviews