How to Realize the Potential of Business Customer Communities

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 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.

Autorentext

Dr. Pablo has spent more than a decade helping leadingcorporations develop and implement innovative strategies. On thisjourney, he co-founded the strategy consulting firm ExecutiveInsight and the software company DocsLogic. Pablo regularlydelivers speeches and workshops on strategic management foreducational and business communities.