Die Agentur-Kunde-Beziehung: Erfolgreich Durch Perspektivwechsel
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Die Agentur-Kunde-Beziehung: Erfolgreich Durch Perspektivwechsel

Die Agentur-Kunde-Beziehung: Erfolgreich Durch Perspektivwechsel


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About the Book

Dieses Buch beschreibt, wie die Zusammenarbeit zwischen Agenturen und ihren Kunden in neun Schritten effektiver, langfristiger und motivierender gestaltet werden kann. Zwar verfolgen meist beide Seiten dieselben Ziele, doch häufig fehlt es an einem gemeinsamen Verständnis über den Weg dorthin. Insbesondere aber in volatilen Zeiten ist eine vertrauensvolle Beziehung wichtig, die sich gegenseitig nährt und dadurch zu besseren Ergebnissen führt.
Die Autorinnen - selbst viele Jahre in einer Agentur-Kunde-Beziehung - beschreiben aus ihrer jeweiligen Perspektive, wie beide Seiten den Partner besser verstehen lernen. Sie zeigen, welche kulturellen, prozessualen und strukturellen Bedingungen auf Unternehmens- und Agenturseite erfüllt werden müssen, sodass sich beide Seiten als Gewinner fühlen. Neben Agenturpitch, Briefing, Budgetverhandlung, Feedback- und Kreativprozesse werden auch der Faktor Mensch und mögliche Wege aus einer Beziehungskrise beleuchtet.Extra: Zahlreiche Interviews mit hochkarätigen Vertretern von Agentur- und Unternehmensseite.
"Das Buch ist mehr als nur ein Leitfaden und Praxisratgeber: Es inspiriert zum Perspektivwechsel, sodass aus einer Auftraggeber-Auftragnehmer-Beziehung eine leistungsfähige, agile Partnerschaft auf Augenhöhe werden kann." Florian Haller, CEO Serviceplan Group

Interviews mit:

  • Andreas Bartels
  • Boris Dolkhani
  • Dr. Alexander Dony
  • Gabriele Hässig
  • Tobias Jung
  • Mirko Kaminski
  • Björn Loose
  • Nelli Louloudi
  • Marcel Loko
  • Lisa Sepulveda
  • Irene Shum
  • Kok Kuan Tan


About the Author: Dr. Mirjam Jentschke ist Head of Global Brand Equity einer global führenden Konsumgütermarke und Hochschuldozentin.
Cornelia Kunze ist Inhaberin einer globalen Kommunikationsberatung und hat über 30 Jahre internationale Kunden-Etats und Teams in Europa, USA und Asien geführt.


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Product Details
  • ISBN-13: 9783658334260
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 228
  • Spine Width: 13 mm
  • Weight: 349 gr
  • ISBN-10: 3658334266
  • Publisher Date: 02 Jun 2021
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Neun Schritte Zu Mehr Klarheit, Kreativität Und Effektivität
  • Width: 148 mm


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