Specialist Books
"The 360 Degree Decision Analysis:
Understanding Decision Processes"
People's decision processes don't always take place in a logical, comprehensible,
or linear fashion, or with the benefit of complete information. In order for companies
to influence decision processes and thereby win or retain customers, it's vital to
understand these processes in all their complexity. Only on this basis can one duly
optimise the various marketing mix initiatives in a targeted manner.
Yearbook 2007 "Kunde im Focus", pages 20 - 23, IM Marketing-Forum, Ettlingen 2007
"The Service Sector:
Understanding Intangible Processes"
As a result of the more complex research involved, service-based companies require implementation-oriented market research far more than
classic product-based companies. This is because comprehensive advice and active support with subsequent implementation are vital for
success. At the same time, purely product-based companies are virtually a thing of the past, since service components are increasingly
important in every company.
Qualitative market reseach, pages 597 - 608, Gabler Verlag, Wiesbaden 2007
"The Customer-driven Dialogue"
The dialog with the customer is the crucial component when measuring service quality. Typical problems in call centers include the initial contact, the competence of the call center agent
and the reliability of the obtained answer. Customer surveys, call monitoring and mystery calls can establish the strengths and weaknesses of these process steps.
Concepts in Customer Relationship Management, pages 237 - 264, Reihe Management, Wiesbaden 2004
"Analysing the Quality of Website Processes"
A great website alone is not enough. It is only the quality of the processes behind
it that determines customer satisfaction and retention. The analysis of customer
complaints often reveals a considerable discrepancy between the quality of service
people expect and the quality of service they experience. This is why methods to
ascertain and analyse service quality are becoming more and more important for
customer retention.
Consumer behavior on the Internet, pages 363 - 377, Gabler Verlag, Wiesbaden 2004
"Customer Feedback on the Internet"
Customer feedback has to be recorded in a structured way, answered quickly, and evaluated systematically if companies want to keep their customers and learn from customer feedback.
210 pages, Gabler Verlag, Wiesbaden 2002
"The Psychology of Price Structuring"
Price structuring is virtually neglected within the framework of classic price theory. However, investigations into the psychology of decision-making behaviour can reveal interesting and surprising results for companies. This book discusses experimental results as well as the theoretical foundations for price structuring, and it also outlines examples of how it can be applied pragmatically.
210 pages, CS Verlag, 2000
"Custom Enterprise.com"
Since the dawn of mass production, the people who make things have only indirectly communicated with their customers, and it shows. Now, however, the Internet age has given companies the means to communicate more directly with their customers, and to incorporate their ideas into design, manufacture, and pricing, thereby creating customer value and a competitive edge.
220 pages (English), Financial Times, London 2000. Translations available in German, Italian, Spanish, and Dutch.