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Lanz L: Marketing Mindset in Motion

Marketing Mindset in Motion

Inspired by Hospitality

The ultimate sales leader playbookSales is the lifeblood of every organisation, and more than ever we need strong, capable, humble, authentic and inclusive commercial leaders who know how to get the best out of their sales teams.You were at the top of your game as a sales person. But now you're a sales leader, and getting results through a high-performing sales team is a different game. There are so many different hats you need to wear: Chief Strategy Officer, Chief Team Motivator, Chief Value Storyteller...Discover a simple, powerful framework to help you make that transition, mastering each critical area of sales leadership step by step. Easy to read and packed with real-life examples, tips and coaching questions you can use today, together with downloadable tools and templates, this is the essential guide to success in what can be one of the toughest, loneliest jobs in business.Amanda Downs is Director of Commercial Leadership at The Uspire Group and Founding Director of her private coaching practice, Sales Growth Expert. A sales leadership capability expert, she brings decades of hands-on management, training and coaching wisdom to her sales leader clients globally.

How to lead your new sales team to thrive and grow

Step Up To Sales Leader

Marcus Stumpf

Tina Arens

Michael Bernecker

Vanessa Dugmore

Franz-Rudolf Esch

Michael Fretschner

Karsten Kilian

Daniel Kochann

Carsten Kortum

Jan-Paul Lüdtke

Stefanie Marx

André Schier

Hendrik Send

Carolin Tewes

Stefan Tewes

Andreas Wagener

Heiner 'Weigand

Annett Wolf

Martin Wrobel

Die 10 wichtigsten Zukunftsthemen im Marketing

Wenn du schon "alles probiert" hast - Social Media, Anzeigen, Funnels - und trotzdem das Gefühl hast, ständig neuen Kund:innen hinterherrennen zu müssen, ist "Die Loyalitätsformel" genau dein Buch. Statt noch mehr Marketing-Hype zeigt dir Manuel Spors, wie du mit den Kund:innen, die du bereits hast, stabile Umsätze, Empfehlungen und planbare Auslastung aufbaust.

Du lernst Schritt für Schritt, wie du deine Bestandskunden analysierst, echte Loyalität aufbaust und daraus ein System machst, das immer wieder zu Folgeaufträgen, Zusatzverkäufen und Weiterempfehlungen führt - ohne Dauerstress in der Neukundenjagd. Verständliche Beispiele, klare Anleitungen und konkrete Formulierungen helfen dir, das Gelesene direkt in deinem Business umzusetzen.

Ideal, wenn du Unternehmer:in, Selbstständige:r, Coach, Berater:in, Kreative:r oder Dienstleister:in bist und dir ein Business wünschst, das ruhiger, planbarer und profitabler läuft - mit Kund:innen, die gern bleiben statt nur einmal kaufen.

Umsatz ohne Neukundenjagd

Die Loyalitätsformel

This book provides insight into the luxury yacht (or superyacht) tourism market and industry. Superyacht tourism is a distinct form of tourism by virtue of the fact that luxury yacht consumers (guests) receive a bespoke vacation experience co-created with both the yachts’ crew and associated allied agencies. Elaborating on these co-created superyacht experiences, the book explores the inputs of both guests and stakeholders and is unique in three main ways. Firstly, it presents insight into the luxury value proposition all the way from yacht design through to ownership, staffing, charter management and consumption. Secondly, it presents an understanding of the luxury yacht market proposition through the unifying framework of customer experience. In doing so the book follows the shift in focus from the material and symbolic elements of luxury towards the experiential element. Finally, the book incorporates both academic and industry expert insights into the co-creation of luxury yacht experiences.

This book provides insight into the luxury yacht (or superyacht) tourism market and industry.&nbsp;Superyacht tourism is a distinct form of tourism by virtue of the fact that luxury yacht consumers (guests) receive a bespoke vacation experience co-created with both the yachts’ crew and associated allied agencies. Elaborating on these co-created superyacht experiences, the book explores the inputs of both guests and stakeholders and is unique in three main ways.&nbsp;&nbsp; Firstly, it presents insight into the luxury value proposition all the way from yacht design through to ownership, staffing, charter management and consumption. Secondly, it presents an understanding of the luxury yacht market proposition through the unifying framework of customer experience. In doing so the book follows the shift in focus from the material and symbolic elements of luxury towards the experiential element. Finally, the book incorporates both academic and industry expert insights into the co-creation of luxury yacht experiences.

Exploring the Superyacht Market

Co-creating Luxury Customer Experiences in Tourism

This textbook provides a practical approach to brand leadership, tailored for master’s students in business schools, executive education participants, and brand management professionals. Built around the proprietary framework – The Brand Management Clock Face – the book is structured into twelve chapters that systematically address key management challenges across a brand’s lifecycle. The content combines well-established academic concepts with years of hands-on brand management experience. It bridges the strategic clarity of German brand identity models with the action-oriented mindset of American and French brand leadership.This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.Content<ul><li>Brand Strategy: Brand Basics &amp; Scope, Purpose &amp; Strategy, Brand Positioning &amp; Architecture, Brand Character &amp; Identity</li><li>Brand Implementation: Naming, Trademarks, Branding &amp; Design, Brand Governance &amp; Steering, Brand Communication &amp; Activation</li><li>Brand Evaluation: Brand Monitoring &amp; Tracking, Brand Equity &amp; Valuation, Brand Transformation &amp; Migration</li><li>Brand Management Case Studies: Brand Strategy – Transforming LEDVANCE, Brand Implementation – Creating Keyture, Brand Evaluation – Holistic Brand Relaunch for a Future-Proof Swiss Post</li></ul>The Author Prof. Dr. Oliver Vogler
 teaches brand management at the ISM International School of Management in Munich, where he was a full faculty member until summer 2025 and now serves as an honorary professor. He has held international senior management positions in general management, corporate strategy, brand leadership, and marketing for more than a decade. From 2015 to 2022, he led the global brand introduction of the “$2 billion startup” LEDVANCE. Recently, he became Chief Purchasing and Marketing Officer for Rexel in Germany.

This textbook provides a practical approach to brand leadership, tailored for master’s students in business schools, executive education participants, and brand management professionals. Built around the proprietary framework – The Brand Management Clock Face – the book is structured into twelve chapters that systematically address key management challenges across a brand’s lifecycle. The content combines well-established academic concepts with years of hands-on brand management experience. It bridges the strategic clarity of German brand identity models with the action-oriented mindset of American and French brand leadership.
 
 This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.

Brand Strategy, Brand Implementation, and Brand Evaluation

Brand Management

FOM-Edition

Künstliche Intelligenz (KI) ist längst zu einem festen Bestandteil in Marketing und Vertrieb geworden. KI-basierte Lösungen wie personalisierte Empfehlungssysteme, automatisierte Kundeninteraktionen und prädiktive Analysen definieren die Landschaft von Marketing und Vertrieb neu. Dieses Buch geht zentralen Fragen auf den Grund: Wie beeinflusst KI das Konsumentenverhalten? Welche Auswirkungen hat sie auf die Effektivität von Marketingstrategien und Vertriebsprozessen? Und vor allem, wie können Unternehmen KI nutzen, um eine harmonische Symbiose von Mensch und Technologie zu schaffen und den Kunden ein einzigartiges Einkaufserlebnis über sämtliche Interaktionspunkte zu bieten? Das Thema wird sowohl aus der Kunden- als auch aus der Vertriebs- bzw. Marketingperspektive beleuchtet.

Künstliche Intelligenz (KI) ist längst zu einem festen Bestandteil in Marketing und Vertrieb geworden. &nbsp;KI-basierte Lösungen wie personalisierte Empfehlungssysteme, automatisierte Kundeninteraktionen und prädiktive Analysen definieren die Landschaft von Marketing und Vertrieb neu. Dieses Buch geht zentralen Fragen auf den Grund: Wie beeinflusst KI das Konsumentenverhalten? Welche Auswirkungen hat sie auf die Effektivität von Marketingstrategien und Vertriebsprozessen? Und vor allem, wie können Unternehmen KI nutzen, um eine harmonische Symbiose von Mensch und Technologie zu schaffen und den Kunden ein einzigartiges Einkaufserlebnis über sämtliche Interaktionspunkte zu bieten? Das Thema wird sowohl aus der Kunden- als auch aus der Vertriebs- bzw. Marketingperspektive beleuchtet.

Einsatzmöglichkeiten von KI in Marketing und Vertrieb

Marketing & Sales Innovation 2026

Simple, low-risk experiments for long-term profit growth that you can test right now--from Google's former Chief Evangelist, Nicolas Darveau-Garneau.As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.Whether you work at a Fortune 500 giant, a startup, or a nonprofit, Be a Sequoia, Not a Bonsai gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to: <ul><li>Maximize profitable growth by tracking the right metrics, not vanity metrics.</li><li>Acquire the most valuable customers, not just the most customers.</li><li>Dramatically increase customer lifetime value with practical, scalable strategies.</li><li>Strengthen your brand with modern, profit-driven branding approaches.</li><li>Deliver a customer experience your competitors can't match.</li><li>Build a culture of rapid testing and innovation that keeps you ahead.</li></ul> Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development. They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small. ". . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read--and, more importantly, put into practice every day." --Jasper Malcolmson, Head of Growth at Gusto and Robinhood

Simple, low-risk experiments for long-term profit growth that you can test right now—from Google's former Chief Evangelist, Nicolas Darveau-Garneau.As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.Whether you work at a Fortune 500 giant, a startup, or a nonprofit,&nbsp;Be a Sequoia, Not a Bonsai&nbsp;gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to:<ul><li>Maximize profitable growth by tracking the right metrics, not vanity metrics.</li><li>Acquire the most valuable customers, not just the most customers.</li><li>Dramatically increase customer lifetime value with practical, scalable strategies.</li><li>Strengthen your brand with modern, profit-driven branding approaches.</li><li>Deliver a customer experience your competitors can’t match.</li><li>Build a culture of rapid testing and innovation that keeps you ahead.</li></ul>&nbsp;Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development.&nbsp;They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small. “. . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read—and, more importantly, put into practice every day."&nbsp;—Jasper Malcolmson, Head of Growth at Gusto and Robinhood

The Seven Growth Secrets of the World’s Most Successful Companies

Be a Sequoia, Not a Bonsai

Management for Professionals

Customer management has taken on entirely new forms since digitalization. This brand-new CRM book is dedicated to the latest approaches that dominate sales, marketing, and service in this era of digitalization. Topics include Omni-Channel or mobile CRM concepts, Big Data and social media tools, new customer experience or loyalty approaches, and Artificial Intelligence, etc. 


In this forward-looking, practice-oriented, and conceptually sound customer relationship management book, readers will learn about future developments in customer management using digital CRM (dCRM), product, and service optimization. The book also focuses on sales management and the improvement of sales performance through radical customer orientation. The chapters are written by, and for, academic, consulting, and company experts who appreciate a theoretical and practical approach to the topic.

Design and Use of Digital Customer Interface in Marketing, Sales and Service

CRM Goes Digital

Der Weg zum Erfolg führt über die Marke.Unternehmerischer und nachhaltiger Erfolg basiert auf einem klar erkennbaren, konsistenten Markenauftritt. Markenaufbau ist dabei kein Nebenaspekt, sondern ein langfristiger, anspruchsvoller Prozess.Dieses Buch untersucht die Grundlagen und Mechanismen einer wirksamen Markenentwicklung und stellt das OBC-Prinzip vor - eine Analyse, die aus aufeinander aufbauenden Phasen besteht und organisches Markenwachstum aufzeigt.
Marketingexperte und Autor Markus Mensch analysiert, welche Faktoren wie Qualität, Konsistenz und Vertrauen den Markenwert prägen und welche Rolle strategische Planung dabei spielt.Es handelt sich nicht um eine Sammlung schneller Erfolgsrezepte, sondern um eine fundierte Analyse langfristiger Markenbildung im unternehmerischen Kontext.

Das OBC-Prinzip: Eine Analyse über Marktpositionierung

Marke statt Masse

nuggets

Florian Schlüter

Irene E. Rath

Zukunft des industriellen Dienstleistungsmanagements

The Complete Guide to Crafting Brand Strategy, Positioning &amp; Loyalty for Business Growth. A practical playbook that empowers entrepreneurs and managers to turn brand vision into measurable market success.
Learn how strong brands stand out through strategy and positioning
Understand the science behind building brands with lasting impact
Craft and communicate a unique value proposition
Use practical tools to strengthen your brand across all touchpoints



Create a Brand That Leads, Not Just Competes!

In an overcrowded marketplace filled with countless products and ever-expanding brand options, standing out is no longer optional-it's essential. Before your product even gets a chance to prove itself, your brand identity is already doing the talking. Brand Management Essentials You Always Wanted to Know is your practical guide to building a brand that not only captures attention but earns trust and drives lasting impact.

Structured in eight concise chapters, the book walks you through the full brand lifecycle-from purpose and audience insight to positioning, experience design, and performance management. Grounded in real-world applications, each chapter blends clarity with action: data-lite frameworks, illustrative case examples, and modular templates support focused planning and informed execution. From technology and retail to B2B services, the tools are designed to fit your sector and your schedule.


What You'll Learn:
Practical tools for audience segmentation and persona building that guide decisions.
Ways to craft a compelling value proposition and express it consistently across every customer touchpoint.
An agile approach for monitoring brand health and refining messages or offerings as markets shift.



If you're preparing for a campaign, aligning teams, or evolving your brand without a full rebrand, Brand Management Essentials equips you to lead with focus, act with confidence, and build a brand that stands the test of time.

The Complete Guide to Crafting Brand Strategy, Positioning & Loyalty for Business Growth

Brand Management Essentials You Always Wanted to Know

BestMasters

How can immersive virtual environments reshape the way Generation Z shops?Discover how virtual stores in the metaverse could revolutionize shopping for Gen Z. This study investigates the customer experience in virtual stores, its sensory, emotional, cognitive, social and immersive dimensions and their influence on Gen Z's behavioral intention to use virtual stores as a new shopping channel in the future. Drawing on a comprehensive analysis of 95 virtual stores and survey data from over 300 online shoppers, the findings reveal unexpected consumer patterns: introverts, individuals with no VR experience, and non-gamers exhibit a notably high openness toward virtual shopping environments. The study further identifies Gen Z's preference for virtual stores that seamlessly integrate the strengths of both physical and e-commerce shopping. This book offers a data-driven roadmap for designing engaging, future-ready virtual shopping experiences that resonate with the next generation of digital consumers. Dive into the future of immersive online shopping and learn how to engage and retain the next generation of consumers. About the Author Milena Hake holds a Master of Science (M.Sc.) in E-Commerce from Hochschule Niederrhein University of Applied Sciences in Krefeld, Germany, and a Bachelor of Arts (B.A.) in Business Administration with a focus on International Retail Management and Logistics. She works as a Junior Business Development Manager at a globally operating luxury fashion brand.

How can immersive virtual environments reshape the way Generation Z shops? Discover how virtual stores in the metaverse could revolutionize shopping for Gen Z. This study investigates the customer experience in virtual stores, its sensory, emotional, cognitive, social and immersive dimensions and their influence on Gen Z's behavioral intention to use virtual stores as a new shopping channel in the future. Drawing on a comprehensive analysis of 95 virtual stores and survey data from over 300 online shoppers, the findings reveal unexpected consumer patterns: introverts, individuals with no VR experience, and non-gamers exhibit a notably high openness toward virtual shopping environments. The study further identifies Gen Z's preference for virtual stores that seamlessly integrate the strengths of both physical and e-commerce shopping. This book offers a data-driven roadmap for designing engaging, future-ready virtual shopping experiences that resonate with the next generation of digital consumers. Dive into the future of immersive online shopping and learn how to engage and retain the next generation of consumers.

An Empirical Analysis of Customer Experience and Gen Z’s Intention to Use Virtual Stores

Shopping in Virtual Stores

Marketing Mindset in Motion

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