Positionierung in B2B-Märkten

This book offers pragmatic guidance for the development and consistent implementation of a clear positioning in B2B markets. A positioning that covers the entire range of services and all points of contact with target groups and also involves employees.

In the first step, the author sheds light on the central mechanisms that influence target groups in the course of purchasing decision processes in B2B markets. In the second step, he shows how B2B suppliers can develop an effective positioning with clear differentiation. The third step shows how B2B suppliers can consistently activate this positioning across their entire range of services and all relevant contact points with target groups. The fourth and final step is about how B2B suppliers can consistently anchor their positioning in the minds and processes of their own organisation. This is the only way to achieve sustainable market success.

Successful B2B companies have recognised that advancing globalisation, constantly increasing digitalisation and the rapid increase in innovations are forcing them to have a focused market presence. This must be demonstrated with convincing products and services and equally convincing experiences for customers at every touchpoint. This book shows how this focussing can be achieved in strategy development and internal and external communication.