Das Fan-Prinzip Book by Roman Becker - Bookswagon
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Das Fan-Prinzip

Das Fan-Prinzip


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About the Book

Jedes Unternehmen will seine Kunden zu echten und lebenslangen Fans machen. Wie das (wirklich) funktioniert, zeigen die Entdecker des Fan-Prinzips, Roman Becker und Gregor Daschmann, in diesem Buch. Dazu übertragen sie die Mechanismen von Fan-Beziehungen aus dem Sport, der Musik und der Kunst auf Unternehmen und Kunden. Was macht Fan-Kunden aus? Wie identifiziert man sie? Und wie lässt sich die Fan-Quote steuern und steigern? Auf all diese Fragen liefert dieses Buch Antworten. Basierend auf Erhebungen und Interviews mit mehr als 100.000 Befragten wird deutlich, dass Fans den höchsten Kundenwert haben und deshalb maßgeblich zum wirtschaftlichen Erfolg eines Unternehmens beitragen. Allerdings sind zur Gewinnung von Fan-Kunden ein komplettes Umdenken im Kundenbeziehungsmanagement und eine Abkehr von gewohnten Steuerungsgrößen erforderlich. Doch dieser Weg lohnt sich. Denn Fan-Kunden sind ihrem Anbieter emotional verbunden und bilden eine neue, verlässliche Währung - sowohl als direkte Käufer als auch als aktive Botschafter.

Ein Muss für alle Wirtschaftsentscheider, die die Beziehungsqualität zu ihren Kunden steigern, dabei noch Geld sparen und mehr als nur kurzfristigen Erfolg erreichen wollen. Neu in der 3. Auflage: Konkrete Anregungen zur Implementierung des Fan-Prinzips, vertiefende Video-Podcasts sowie Interviews mit Top-Entscheidern. Auf der Webseite zum Buch erhalten Sie weitere Informationen.


About the Author:

Roman Becker ist Gründer und Geschäftsführer des Marktforschungs- und Beratungsunternehmens 2HMforum. Das Unternehmen ist Mitinitiator des bundesweiten Wettbewerbs und der Benchmarkstudie "Deutschlands Kundenchampions(R)", Initiator der Benchmarkstudie "Fanfocus Deutschland", Mitinitiator des Exzellenzsiegels "FanFocus Deutschland" (gemeinsam mit FOCUS Online, München) sowie Veranstalter der Siegerkonferenz FINALE, der größten Konferenz zum Thema emotionale Kundenbindung in Deutschland.

Gregor Daschmann ist Professor für Kommunikationswissenschaft am Institut für Publizistik der Johannes Gutenberg-Universität Mainz.


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Product Details
  • ISBN-13: 9783658358914
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Language: German
  • Returnable: Y
  • Weight: 750 gr
  • ISBN-10: 3658358912
  • Publisher Date: 02 Sep 2022
  • Binding: Hardback
  • No of Pages: 321
  • Sub Title: Wie Sie Aus Kunden Wirklich Fans Machen Und Wie Sie Davon Profitieren


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