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Positionierung – Der Weg zur Core Story

In: B2B Digital Marketing Playbook

Author

Listed:
  • Carolin Durst

    (Hochschule Ansbach)

Abstract

Zusammenfassung In diesem Kapitel erfährst du, welche Rolle eine erfolgreiche Positionierung in der B2B-Marketingkommunikation spielt und wie du diese Herausforderung meisterst. Es werden die Vorteile einer glaubhaften, aussagekräftigen und konsistenten Positionierung für die gesamte B2B-Marketingkommunikation aufgezeigt. Zudem wird beschrieben, wie es gelingt, das Unternehmen erfolgreich im Markt zu positionieren und wie daraus die Core Story für alle Marketingaktivitäten abgeleitet wird. Die Positionierung bildet das Fundament, auf dem die gesamte Marketing-Kommunikation aufbaut. Los geht’s mit der Basisarbeit!

Suggested Citation

  • Carolin Durst, 2025. "Positionierung – Der Weg zur Core Story," Springer Books, in: Carolin Durst (ed.), B2B Digital Marketing Playbook, edition 2, chapter 0, pages 3-14, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45379-4_1
    DOI: 10.1007/978-3-658-45379-4_1
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