Reaching the elite – Marketing for decision makers
Torsten Oltmanns, Christiane Diekmann, Vera Böhm
"Reaching the elite – Marketing for decision makers" is the answer to capturing and retaining the attention of the most sought-after clientele in Germany: decision makers. Flooded with information on a daily basis, the C-level executive seeks clarity, relevance and coherence in the communication sources available to him. This new book demonstrates how to get decision makers to see things your way, share their opinions with you and, of course, buy your products and services.
The majority of all efforts to reach decision makers never make it into the hands of this exclusive, yet elusive target group. Bored and annoyed by golf tournaments and conference lounges, brochures and freebies, top executives have a skilled team in place to insulate themselves from information or communication, which they deem is irrelevant. How can managers really be reached? What are their interests, what do they require from communication? How can one capture their imagination long enough to win them over? The book examines these issues.
Written by a team of Roland Berger experts, with contributions from leaders in the communications field, the authors examine how to conduct successful business-to-business information exchanges (B2B). Today, this economic sector encompasses approximately two-thirds of all gross value creation in Germany. Approaching decision makers effectively is thus immensely important for B2B businesses. Finding a shortcut to managers in administration, politics or business can determine where your next contract is coming from. In addition to B2B markets, the book is a useful tool for research institutions seeking third-party funding from the private sector, for instance.
Until now, management textbooks and academic literature have failed to provide answers to the critical questions of how best to address this elite group. Despite recent developments in the study of marketing, theoretical approaches fall short of correctly classifying these individuals and accurately identifying their communications needs and preferences. The book aims to close the existing gap and offer structured advice to those aiming to address "the right people at the right time."