Home » How to Realize the Potential of Business Customer Communities by Pablo Erat
How to Realize the Potential of Business Customer Communities Pablo Erat

How to Realize the Potential of Business Customer Communities

Pablo Erat

Published March 26th 2009
ISBN : 9783838105116
Paperback
200 pages
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 About the Book 

In the past the core of business-to-business marketing was to create and transfer information about products and services to customers. Today, as a result of the Internet revolution, this information is becoming commonly available. Due to informationMoreIn the past the core of business-to-business marketing was to create and transfer information about products and services to customers. Today, as a result of the Internet revolution, this information is becoming commonly available. Due to information transparency, traditional linear marketing and sales approaches - focused on transferring information to customers - are reaching their limits. In his thesis, Dr. Pablo Erat argues that organizations in the business-to-business sector can profit from a customer marketing and service approach that is based on the enabling of customer communities. Based on an in-depth case study, he identifies four major challenge areas and demonstrates how these can be addressed in order to create well functioning communities and improve the sales performance.