Wie man Kunden wirklich ans Kaufen führt – Mit Marketing, das sich an Kaufprozessen orientiert.
2. Überarbeitete Auflage 2012
CHF 73.00 / EUR 59.40
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.