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Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung

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  • Bookhagen, Andrea

Abstract

Markenmanager stehen mehr denn je vor der Herausforderung, starke Marken aufzubauen. Solche differenzieren sich in der Wahrnehmung der Kunden nicht durch funktionale Nutzenversprechen. Vielmehr geht es um emotionale Bindungen zwischen Marke und Konsumenten. Diese entstehen an vielen Stellen der Customer Journey, insbesondere durch Schaffung einzigartiger Erlebnisse an der Kundenkontaktpunkten (Touchpoints). Daher ist es Ziel dieses Beitrages, einen Ansatz zur systematischen Analyse und Steuerung von möglichen Kundenkontaktpunkten aufzuzeigen - die Methode des Mystery Shopping (oder allgemeiner die Idee der versteckten Beobachtung) hat sich hier als praktikabel erwiesen. Fallbeispiele verdeutlichen die Notwendigkeit diese Kontroll- und Steuerungsinstruments.

Suggested Citation

  • Bookhagen, Andrea, 2016. "Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 35-50.
    • Handle: RePEc:zbw:afmpwm:261113
    DOI: 10.15459/95451.3
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    References listed on IDEAS

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    1. Schmitt, Bernd, 2011. "Experience Marketing: Concepts, Frameworks and Consumer Insights," Foundations and Trends(R) in Marketing, now publishers, vol. 5(2), pages 55-112, May.
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    1. Bookhagen, Andrea & Böhnert, Arno F., 2018. "Digitalisierung in der Marktforschung: Ein pragmatischer Ansatz für die Praxis zur Messung impliziter Einstellungen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 3(01/2018), pages 135-152.

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