{"id":8183,"date":"2015-10-07T10:54:59","date_gmt":"2015-10-07T08:54:59","guid":{"rendered":"http:\/\/blog.zhaw.ch\/marketingmanagement\/?p=8183"},"modified":"2015-10-08T10:22:45","modified_gmt":"2015-10-08T08:22:45","slug":"der-dialog-im-eigenen-haus-total-marketing-integration","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/marketingmanagement\/der-dialog-im-eigenen-haus-total-marketing-integration\/","title":{"rendered":"Der Dialog im eigenen Haus: Total Marketing Integration"},"content":{"rendered":"

Neulich hat die\u00a0Geschichte der vier K\u00f6nige<\/a> die vier Hauptperspektiven im Strategischen Marketing, n\u00e4mlich das Customer Experience Management, Customer Relationship Management und das 7-P-Marketinginstrumentarium einmal analog und einmal digital aufgezeigt. \u00a0<\/em><\/p>\n

\"Orchestrieren<\/a><\/p>\n

Die Geschichte ist – ganz unter uns gesagt – wahr! Die vier Jungs gibt es wirklich. Und aufmerksame Blogleser <\/a>haben in diesem Zusammenhang\u00a0sogar\u00a0den Kaiser Marke<\/a> mit ins Spiel gebracht … Nun, long story short: vor dem Hintergrund der Geschichte des\u00a0Orchstrierens der Marketingaktivit\u00e4ten geht es nat\u00fcrlich um Dialog. Und zwar um den internen Dialog im Unternehmen.<\/p>\n

Das in diesem Jahr erschienene Marketing Grundlagen Buch<\/a> der ZHAW baut auf dem Marketing Managementprozess auf und\u00a0zeigt erstmals auf, wie das Konzept des\u00a0Total Marketing Integration Modells zu verstehen ist. Einfach ausgedr\u00fcckt geht es darum, dass die vier „K\u00f6nige“, also Vertreter der vier Perspektiven, sich an einen Tisch setzen k\u00f6nnen und dabei die gleiche Sprache sprechen, wenn sie \u00fcber ihre Aktivit\u00e4ten abstimmen. Ein wesentliches Konzept ist das Denken im Marketing Mix, also der Abstimmung der 7 Marketing Instrumente „Product, Price, Placement, Promotion, People, Processes &\u00a0\u00a0Physical\u00a0Evidence“. Hiebei \u00fcberwinden Marketingfachleute eine erste Dialogbarriere, in dem Sie den Marketing Mix sowohl in analoger als auch digitaler Sicht abstimmen.<\/p>\n

\"Marketing<\/a><\/p>\n

Quelle: Lucco\/R\u00fceger\/Ergenzinger\/Thommen 2015, S. 160ff.<\/p>\n

Die Abstimmung analoger und digitaler Instrumente\u00a0sowie etwaiger Mischformen erstens innerhalb des Instrumenten-Mix und zweitens \u00fcber s\u00e4mtliche 7 Marketinginstrumente ist Teil des Total Marketing Integration Modells. Dieser erste Schritt hilft, die rein instrumentelle Sicht im Unternehmen abzustimmen. Der analog-digital Marketingmix liefert wiederum die Grundlage f\u00fcr die Abstimmung mit Verantwortlichen von Kundenerlebnissen und -beziehungen. Dazu aber mehr im n\u00e4chsten Blog oder – f\u00fcr ungeduldige Wissengierige – \u00a0im aktuellen Standardwerk \u00a0Marketing Grundlagen<\/a>\u00a0des ZHAW Marketing Management Instituts. Stay tuned!<\/p>\n

 <\/p>\n

Schlagw\u00f6rter: Marketing Grundlagen Buch<\/a>, Marketing Instrumente<\/a>, Marketing Mix<\/a>, Newsletter<\/a>, Newsletter 3\/2015<\/a>, Total Marketing Integration<\/a>
<\/div>","protected":false},"excerpt":{"rendered":"

Neulich hat die\u00a0Geschichte der vier K\u00f6nige die vier Hauptperspektiven im Strategischen Marketing, n\u00e4mlich das Customer Experience Management, Customer Relationship Management und das 7-P-Marketinginstrumentarium einmal analog und einmal digital aufgezeigt. \u00a0 Die Geschichte ist – ganz unter uns gesagt – wahr! Die vier Jungs gibt es wirklich. Und aufmerksame Blogleser haben in diesem Zusammenhang\u00a0sogar\u00a0den Kaiser Marke […]<\/p>\n","protected":false},"author":187,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1,6],"tags":[918,920,919,900,921,847],"features":[],"class_list":["post-8183","post","type-post","status-publish","format-standard","hentry","category-allgemein","category-forschung-entwicklung","tag-marketing-grundlagen-buch","tag-marketing-instrumente","tag-marketing-mix","tag-newsletter","tag-newsletter-32015","tag-total-marketing-integration"],"yoast_head":"\nDer Dialog im eigenen Haus: Total Marketing Integration - Marketing Management-Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/der-dialog-im-eigenen-haus-total-marketing-integration\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Der Dialog im eigenen Haus: Total Marketing Integration\" \/>\n<meta property=\"og:description\" content=\"Neulich hat die\u00a0Geschichte der vier K\u00f6nige die vier Hauptperspektiven im Strategischen Marketing, n\u00e4mlich das Customer Experience Management, Customer Relationship Management und das 7-P-Marketinginstrumentarium einmal analog und einmal digital aufgezeigt. \u00a0 Die Geschichte ist – ganz unter uns gesagt – wahr! 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