Publications
Making customer values measurable
Customer value management concerns the results-based "lifetime value" of existing and prospective customers. Here, one thing becomes clear: a one-size-fits-all model will not satisfy all industries. The distinctive characteristics of each industry have to be considered in trying to determine customer value and all perceived elements of a brand that represent added value in the eyes of the customer must be taken into account.
Successful customer acquisition in highly competitve markets - the medical engineering sector
The medical engineering sector is one of the most competitive markets and belongs to the most innovative industries in Germany with above-average growth and enormous export success. The pressure of cost-saving and competition on the domestic market effects medical engineering manufacturers nonetheless. The medical engineering industry has to face up to the challenge of competition for customer retention and acquisition and has to distinguish itself from the competition in terms of its service portfolio.
Strategies of customer segmentation in various industries
Much like the value of a brand, the value of the customer is also considered an indicator for intangible assets. Customer value management has thus established itself alongside brand value management as an important factor in the success of a company’s strategy. The needs and behaviour of the customers can vary significantly depending on the industry. Accordingly, different industries require different segmentation methods and customised strategies in customer relations management.
IN-DEPTH INSIGHTS INTO THE WORLD OF MODERN MARKETING
The drastic changes in the profit and cost situations observed across almost every industry at the start of the 21st Century has resulted in new rules for marketing. Viewed in the context of the last few decades, the current intensified conditions doubtless represent one of the greatest challenges in strategic marketing.
