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2018 | OriginalPaper | Chapter

Interaktive Markenführung – Der Vertrieb als Instrument der B-to-B-Marken-Kommunikation

Author: Prof. Dr. Lars Binckebanck

Published in: B-to-B-Markenführung

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Unternehmen im B‐to‐B‐Geschäft brauchen eine „andere“ Markenführung. Empirische Studien belegen den Einfluss von Verkäuferpersönlichkeit und Beziehungsverhalten auf die B‐to‐B‐Markenstärke und damit die Notwendigkeit einer interaktiven Markenführung. Letztlich geht es darum, den Vertrieb als Transmissionsriemen für die Kommunikation differenzierender Unternehmenswerte im Markt systematisch in die Markenführung einzubinden und eine Strategie der „Beziehungsführerschaft“ umzusetzen. Aus einer managementbezogenen Perspektive untersucht dieser Beitrag Ansatzpunkte zur Implementierung der interaktiven Markenführung. So kann der Vertrieb im Rahmen eines integrierten Gesamtkonzepts als Kommunikationskanal mit der Markenführung vernetzt werden.
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Metadata
Title
Interaktive Markenführung – Der Vertrieb als Instrument der B-to-B-Marken-Kommunikation
Author
Prof. Dr. Lars Binckebanck
Copyright Year
2018
DOI
https://doi.org/10.1007/978-3-658-05097-9_33