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How to Realize the Potential of Business Customer Communities
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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.
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