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Customer Storytelling: Kunden erzählen Geschichten – das Marketing misst Zahlen

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  • Stauss, Bernd

Abstract

In der Regel wird Storytelling als Management- und Marketinginstrument diskutiert. Dabei wird weitgehend übersehen, dass Kunden wichtige Geschichten erzählen. Dieser Beitrag beschreibt Charakter und Arten dieser Customer Stories, erläutert deren Relevanz und stellt mit dem Customer- Storytelling-Approach einen Ansatz vor, mit dessen Hilfe Customer Stories gewonnen, analysiert und genutzt werden können.

Suggested Citation

  • Stauss, Bernd, 2016. "Customer Storytelling: Kunden erzählen Geschichten – das Marketing misst Zahlen," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(1), pages 22-31.
    • Handle: RePEc:zbw:hsgmrs:275832
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    References listed on IDEAS

    as
    1. Gilliam, David A. & Zablah, Alex R., 2013. "Storytelling during retail sales encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 488-494.
    2. Escalas, Jennifer Edson & Stern, Barbara B, 2003. "Sympathy and Empathy: Emotional Responses to Advertising Dramas," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 566-578, March.
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