The 5 Best Books for Marketing Service & Customer Orientation in Companies {Reading Tip}

What are the central principles of truly customer-oriented companies? The two authors Kai Riedel and Franz Gresser wanted to find out and show how these principles can be transferred to other companies.

No customers, No business

The result is a very helpful and practical guide for companies that want to increase their customer orientation. Numerous best-practice examples, recommendations for action and checklists help you to be successful Implementation.

One of the most beautiful sentences in the book is: “If you don’t customers has, one has none Business. Then you have a hobby.” customer retention and thus customer orientation are therefore essential for the survival of a company.

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.

This includes the segmentation of the customers, the employees Trust to give and to create a corporate culture that learns from mistakes. Of course, there are also references to technical systems for support.

Many case studies from other companies

The nearly 300 pages are peppered with countless examples from other companies that provide important insights. At the end of each chapter, the reader also receives a condensed summary in the form of a checklist. An extensive bibliography completes the work.

Kai Riedel and Franz Gresser have succeeded in creating a practical guide on a topic that is still important. CEOs, Managers and Executives are used in aligning the Company actively supported for customer orientation.

Discounts for your success (advertising)!

He will survive, whose customers become fans

"My Brand” from clearly shows how important it is nowadays that products no longer only satisfy existing customer needs, but also help to define one's own lifestyle. In his new book, the author Hermann H. Wala shows the 7 basic ingredients that are necessary 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 by the brand consultant Hermann H. Wala is still worth reading is due to his basic thesis. Accordingly, successful and future-proof brands are “we brands”, that is, brands that go beyond the mere use argument 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.

It does not have to go so far as to turn consumers into prosumers, i.e. also into producers of the products. But there is no way around inspiring customers. Just who wouldn't want that? Hermann Wala is not presumptuous and does not promise any simple recipes for this great task. But he provides the seven ingredients without which no successful brand can do: self-responsibility, values, emotions, stories, trust, dynamics and positioning.

The goal: to satisfy your own lifestyle instead of needs

Hermann Wala draws on many sources. That may bother anyone in the current Marketing- Literature is well versed. The topic of "emotions" is essentially contested by reproducing the positions of the marketing experts Hans-Georg Häusel and Martin Lindstrom.

On the other hand, Wala makes his readers like that fast familiar with the latest developments in marketing. And he delivers some candy. Because each chapter ends with a top-class interview. Well-known CEOs and – you can hardly believe it – Franz Beckenbauer (who, as always, completely sovereign) are also part of the party. The Concept the “we-brand” sharpens the view for the new demands on marketing. It does justice to the new social reality, in which "products no longer just satisfy needs, but more than ever serve 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 again: With a conspicuous advertising campaign, you can undoubtedly reach a large audience awareness 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's 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 colourful. Now he delivers the “supplementary volume” just as thick, just as colourful.

More than 100 marketing ideas are presented here in large format and elegantly designed with lots of pictures and little text. Conclusion: There are advertising strategies that go beyond the monotony! Give me the ideas. And with a focus that fits this format like a fist Eye: Advertising and marketing. Sensational campaigns, well presented. High-quality printed - a beautiful leafing 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 did what with what goal. And above all: how did the campaigns work? Is going fast clear, Idea beats budget. This is shown on the one hand by the 15.000 views that a campaign received on YouTube, or the percentage increase in sales that another campaign caused.

Conclusion: An ideal reference and leafing through for everyone who is looking for good marketing. Sure, the ideas cannot and should not be copied 1: 1. But the “role models” stimulate the head cinema and help to come up with unusual ideas.

Identify brands

Strong brands and great personalities have a lot in common! That's what marketing expert Franz-Rudolf Esch says in his new book “Identity”. Because that's what makes good brands stand out: 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.

But knowing the customer's contact points with the brand and making them all a compelling experience is just one of them Tasks in the context of identity formation and brand maintenance.

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 Communities” have become an integral part of corporate policy. who its products successfully If you want to market, build a good brand image or bind target groups to yourself, you should definitely make an effort to build and constantly develop digital communities. This book will help!

The desire and need for exchange and Communication are the key to understanding communities in the Internet. The book “Digital Community Management” shows how communities can be built in a targeted manner. And there's a lot more of that than just Facebookas 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 highlight possible ones Set of the community, basic considerations for Strategy, the structure and also 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 one Basics— and workbook that explains using and building a community on the internet in simple language. If you want to get well-founded information on the subject from an entrepreneurial point of view, you should access it here.

Read text as PDF

Acquire this text as a PDF (only for own use without passing it on according to Terms and conditions): Please send us one after purchase eMail with the desired title supportberufebilder.de, we will then send the PDF to you immediately. You can also purchase text series.

4,99€Buy

Advice on success, goal achievement or marketing

You have Ask about career, Recruiting, personal development or increasing reach? Our AIAdviser helps you for 5 euros a month – free for book buyers. We offer special ones for other topics IT services

5,00€ / per month   Book

Book eCourse on Demand

Up to 30 lessons with 4 learning tasks each + final lesson as a PDF download. Please send us one after purchase eMail with the desired title supportberufebilder.de. Alternatively, we would be happy to put your course together for you or offer you a personal, regular one eMail-Course - all further information!

29,99€Buy

Skate eBook as desired

If our store does not offer you your desired topic: We will be happy to put together a book according to your wishes and deliver it in a format of yours Choice. Please sign us after purchase supportberufebilder.de

79,99€Buy