Publikationen

Real Marketing

Reales Marketing
(German edition)

Reales Marketing (German edition)

Kunden zum Kauf führen: Kaufprozess, Kaufhandlung, Erfolg

Publisher

Schäffer-Poeschel

ISBN

978-3-7910-3339-6

Price

CHF 53.90 / Euro 39.95

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What we need is real marketing based on real consumer behavior.

This book is intended for decision-makers in marketing who recognize that a conventional marketing approach has become less and less effective. It is a wake-up call for marketing professionals eager to find new concepts that are sustainable and to get things moving. The book’s results are supported by empirical findings and illustrated with many business examples – from Amazon and Apple to Gillette and Zara. This may sound exaggerated but this ground-breaking book may just trigger a revolution in marketing.   

The Fall of a Mega Trend

Abschied
vom Branding 
(German edition)

Abschied vom Branding (German edition)

Wie man Kunden wirklich ans Kaufen führt – Mit Marketing, das sich an Kaufprozessen orientiert. 2. Überarbeitete Auflage 2012

Publisher

Springer Gabler Bestellung: www.thexis.ch

ISBN

978-3-8349-4280-7

Price

CHF 73.00 / EUR 59.40

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Is branding still capable of explaining reality? Is branding really the mega trend advocated by many? Or does branding instead block the way to more effective methods?

One thing is certain: Empirical evidence in favor of branding is extremely limited and scanty.

Those who adhere to branding maintain that the consumer responds to emotional criteria when he chooses a product. This product is brought to him with the brand’s built-in emotional profile. But there is overwhelming evidence that the process is just the opposite: it is the buying action – however it occurs – which generates a perception and preference in the consumer’s mind much more than the other way around.
This is but one of the many astonishing findings and insights presented by Marc Rutschmann in his newly published book.

What’s more, he brings proof of what he says. He describes what clever marketing can rely upon: on buying process-driven marketing and on consistent action-triggering communication. The author shows in methodological detail how they operate, where they are rooted and how they can be empirically measured and proven.

Easy to understand, convincing and insightful. Consistently related to practice and always aimed at meeting the original objective of marketing, i.e. to sell more, to increase output, to generate more profit.

Identify the interfaces

Kaufprozesse von Konsumenten erkennen und lenken (German edition)

Kaufprozesse von Konsumenten erkennen und lenken (German edition)

Mehr Marktanteil mit neuem Marketing

Publisher

Gabler Bestellung: www.thexis.ch

ISBN

3-636-03054-x

Price

CHF 61.45 / EUR 49.95

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How do you bring consumers to buy? The book provides a fresh answer to the core issue of marketing. It proposes a new path to market success; it shows the way which continues where branding encounters its limitations.

The new road in a nutshell: First, we gather the findings of consumers who already bought. We observe the process prior to the purchase and prompt them to tell the story of how they came to buy. Their «stories» have a common thread. A number of pre-purchase steps leading to the decision to buy are identified, e.g. collecting catalogs, visiting a showroom, seeking advice from friends. Rather surprising and unexpected events in the action sequence are often the most typical. These are the interfaces where the marketer can intervene to generate a leverage effect.

Recognizing buying processes helps to develop marketing resources with great precision for maximum impact with a minimum of resources. This delivers a market advantage for new opportunities in the marketplace.