How to Realize the Potential of Business Customer Communities: A case study fo a leading-edge pharmaceutical company - Couverture souple

Erat, Pablo

 
9783838105116: How to Realize the Potential of Business Customer Communities: A case study fo a leading-edge pharmaceutical company
Couverture souple
ISBN 10 : 3838105117 ISBN 13 : 9783838105116
Editeur : Suedwestdeutscher Verlag fuer Hochschulschriften, 2009

Synopsis

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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Éditeur
Suedwestdeutscher Verlag fuer Hochschulschriften
Date d'édition
2009
Langue
anglais
ISBN 10 
3838105117
ISBN 13 
9783838105116
Reliure
Broché
Nombre de pages
200
Coordonnées du fabricant
non disponible
Personne responsable
non disponible