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Customer Experience als neue Maxime des Marketings

  • 2023
  • OriginalPaper
  • Chapter
Published in:
Author
Christian Köhler
Published in
Stammkundenbindung versus Neukundengewinnung
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Selten zuvor sind Wirtschaft und Gesellschaft mit so gewaltigen Veränderungen konfrontiert gewesen wie aktuell – die massive Digitalisierung und der parallel einhergehende enorme Wertewandel zwingt Unternehmen dazu, in der Führung von Marken konsequent neue Wege einzuschlagen. Um die Beziehung zu ihren Fans auch weiterhin erfolgreich zu gestalten, reichen die früher üblichen, häufig isoliert durchgeführten Positionierungs- und Kommunikationsansätze nicht mehr aus. Um weiterhin erfolgreich zu sein, muss die Beziehung zwischen Marken und ihren Fans in einer ganzheitlichen „Customer Experience“ noch konsequenter über alle Wahrnehmungsaspekte und Gestaltungsfacetten überzeugend und widerspruchsfrei entwickelt und gestaltet werden – genau abgestimmt auf die tatsächliche Erwartungshaltung der Konsumenten.

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previous chapter Der Markenbeziehungsprozess – Kunden im Mittelpunkt der Markenführung
next chapter Datengetriebenes Marketing und Kommunikationsmanagement am Beispiel Allianz
Title
Customer Experience als neue Maxime des Marketings
Author
Christian Köhler
Copyright Year
2023
Book
Stammkundenbindung versus Neukundengewinnung

Print ISBN: 978-3-658-40362-1

Electronic ISBN: 978-3-658-40363-8

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-658-40363-8_17
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