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Lernen statt verkaufen durch D2C-Strategien mit Chat-Dialogen - Das Beispiel Emmi Caffè Latte

Author

Listed:
  • Härtlein, Marcel
  • Mühlheim, Pascal
  • Bolliger, Dominic
  • Lienhard, Severin

Abstract

D2C-Strategien werden oftmals nicht nur mit Verkaufsnutzen, sondern auch mit Lernen durch die direkte Datensammlung vom Konsumgüterhersteller verbunden. Das folgende Fallbeispiel der Marke Emmi Caffè Latte zeigt exemplarisch auf, dass Lernen nur durch eine systematische Herangehensweise gelingt und entsprechenden Ressourceneinsatz erfordert. Dabei wird ebenfalls ersichtlich, wie durch eine D2CLernstrategie das Thema des direkten Verkaufens in einem traditionell intermediärfokussierten Unternehmen näher gebracht werden kann.

Suggested Citation

  • Härtlein, Marcel & Mühlheim, Pascal & Bolliger, Dominic & Lienhard, Severin, 2021. "Lernen statt verkaufen durch D2C-Strategien mit Chat-Dialogen - Das Beispiel Emmi Caffè Latte," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(6), pages 38-45.
    • Handle: RePEc:zbw:hsgmrs:276166
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