Insights
Ideas for effective marketing
Well-founded marketing knowledge from practice – across the entire marketing mix, clear and applicable.
Fundamentals & strategy
Marketing in mid-sized companies: Why clarity makes the difference
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Fundamentals & strategy
Why marketing is not the same as advertising
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Fundamentals & strategy
Positioning: how a credible value proposition takes shape
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Fundamentals & strategy
Planning & steering marketing budgets for impact
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Product policy
Product policy: shaping services into marketable offers
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Product policy
Food & beverage: product staging that creates desire
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Pricing policy
Pricing policy: sell value instead of competing on discounts
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Pricing policy
Pricing psychology & pricing models in B2B
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Pricing policy
Automotive & industry: pricing policy instead of a discount war
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Distribution policy
Distribution policy: finding the right sales channels
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Distribution policy
Omnichannel in mid-sized companies
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Communication policy
Brand management with substance
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Communication policy
Content marketing that connects sales and visibility
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Communication policy
Local SEO: Being found in Freiburg and the Ortenau
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People
People: Employees as brand ambassadors
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People
Employer branding in the competition for skilled professionals
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People
The people factor: How financial advisers become a brand
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Processes
Processes as a brand experience
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Processes
Hospitality: where service processes become the brand
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Physical evidence