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Lanz L: Marketing Mindset in Motion

Marketing Mindset in Motion

Inspired by Hospitality

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

You should have a marketing mindset. Everyone should.

Developing Your Marketing Mindset: Real-World Lessons from Hospitality invites readers to see marketing not as pushing products, but as creating meaningful connections.

Written by award-winning hospitality marketing strategist and Boston University professor Leora Halpern Lanz, this book draws on decades of industry and classroom experience to share real-world lessons for anyone-leaders, entrepreneurs, employees, students-who wants to think more strategically and act more purposefully, whether or not "marketing" is in their title.

Through compelling examples and mini case studies, Leora shows how the principles of hospitality-anticipating needs, personalizing experiences, and building community-can elevate brands, inspire teams, and deepen loyalty. Readers gain tools to communicate with empathy, embed wellness, sustainability, and community into their work, and turn business goals into lasting human connection.

A free bonus chapter, Marketing with Meaning, available at leoralanz.com, demonstrates how conscious marketing drives profit and trust in any industry. This is marketing with intention-and with hospitality at its heart.

Perfect for communicators, marketers, hospitality professionals, and service-driven leaders-anyone who believes there's more to marketing than just metrics. Everyone should have a marketing mindset.

This future classic belongs on the same shelf as Setting the Table and Unreasonable Hospitality.

Awarded New England Book Festival WINNER, Business Book 2025
Awarded International Impact Book Award, February 2026

Real-World Lessons from Hospitality

Developing Your Marketing Mindset

An extraordinary tale that starts with a home kitchen recipe and ends with the multi-million-dollar sale of a world-famous liquor company - and everything in between In Tastes Like Money, veteran liquor industry leader and founder of RumChata - the clever kitchen experiment that became a global phenomena - Tom Maas, delivers a first-hand story that exposes the behind-the-scenes battles, trademark wars, crises, and triumphs that built a world-famous product. The book begins with the day Maas was unceremoniously and unexpectedly dismissed from his role as Vice President of Marketing and Sales at Jim Beam at age 49. From there, the author details the ups and downs of what would turn out to be his true calling: the creation of a drink called RumChata. Tastes Like Money draws generalizable lessons from Maas' wild ride: about passionate selling, brand protection, and the critical importance of never compromising on quality or cutting corners just to make a quick buck. In the book, you'll also find: <ul> <li>Specific strategies for building distributor relationships without the benefit of a huge corporate war chest</li> <li>How to compete against industry titans when you've got a target on your back</li> <li>A detailed, unvarnished memoir of from-scratch ingenuity from an entrepreneur who pulled out all the stops in the pursuit of his dream</li> </ul> Perfect for aspiring entrepreneurs seeking inspiration and guidance as they navigate their own business journeys, Tastes Like Money is a gripping and instructive story about ambition, resilience - and a little bit of luck. It's a must-read for everyone interested in how a global brand got built from scratch and what it took to make it happen.

RumChata and the Making of a Beloved Brand

Tastes Like Money

In Zeiten der Künstlichen Intelligenz (KI), der Digitalisierung und disruptiven Innovationen verschwinden Trends und Buzzwords im Marketing oft genauso schnell, wie sie entstanden sind. Dieses Buch soll Ihnen helfen, deren Relevanz besser bestimmen zu können, und beleuchtet die Trends, die zukünftig zum Marketing-Pflichtprogramm gehören werden. Namhafte Expertinnen und Experten bringen die Top-Themen auf den Punkt und liefern Ihnen einen Überblick über relevantes Grundwissen sowie praxisorientierte Handlungsempfehlungen, die Sie für die erfolgreiche Umsetzung benötigen. 
 
 

<ul>
 <li>Purpose im Marketing </li>
 <li>Green Marketing </li>
 <li>Retail Media </li>
 <li>Social Commerce </li>
 <li>D2C-Marketing </li>
 <li>Performance Marketing </li>
 <li>Künstliche Intelligenz (KI) </li>
 <li>Growth Hacking </li>
 <li>Agiles Marketing </li>
 <li>Customer Experience </li>
</ul>
 
Herausgeber 
 Prof. Dr. Marcus Stumpf ist Professor für Allgemeine Betriebswirtschaftslehre, insb. Marketing und Markenmanagement an der FOM Hochschule für Oekonomie &amp; Management, wissenschaftlicher Leiter des KompetenzCentrums Marketing und Sales Management (KCMS) sowie geschäftsführender Gesellschafter der Managementberatung relatio GmbH.
 
 
 
Die Autorinnen und Autoren 
 Tina Arens, Prof. Dr. Michael Bernecker, Vanessa Dugmore, Prof. Dr. Franz-Rudolf Esch, Prof. Dr. Michael Fretschner, Prof. Dr. Karsten Kilian, Daniel Kochann, Prof. Dr. Carsten Kortum, Prof. Dr. Jan-Paul Lüdtke, Stefanie Marx, Prof. Dr. Hendrik Send, Prof. Dr. Carolin Tewes, Prof. Dr. Stefan Tewes, Dr. André Schier, Prof. Dr. Andreas Wagener, Heiner Weigand, Prof. Dr. Annett Wolf, Prof. Dr. Martin Wrobel 
 
 
 
'Marcus Stumpf ist es gelungen, die Spreu vom Weizen zu trennen und damit einen Wegweiser durch die immer komplexere Marketingwelt zu konzipieren.' 
 Tina Müller, CEO Weleda AG 
 
 
 
'Dies sind die zentralen Marketingthemen, mit denen sich ein Marketeer heute und in Zukunft beschäftigen muss.' 
 Claudio Montanini, Präsident des Bundesverbands Marketing Clubs e.V.

In Zeiten der Künstlichen Intelligenz (KI), der Digitalisierung und disruptiven Innovationen verschwinden Trends und Buzzwords im Marketing oft genauso schnell, wie sie entstanden sind. Dieses Buch soll Ihnen helfen, deren Relevanz besser bestimmen zu können, und beleuchtet die Trends, die zukünftig zum Marketing-Pflichtprogramm gehören werden. Namhafte Expertinnen und Experten bringen die Top-Themen auf den Punkt und liefern Ihnen einen Überblick über relevantes Grundwissen sowie praxisorientierte Handlungsempfehlungen, die Sie für die erfolgreiche Umsetzung benötigen. 

 <ul><li>Purpose im Marketing </li><li>Green Marketing </li><li>Retail Media </li><li>Social Commerce </li><li>D2C-Marketing </li><li>Performance Marketing </li><li>Künstliche Intelligenz (KI) </li><li>Growth Hacking </li><li>Agiles Marketing </li><li>Customer Experience </li></ul> Herausgeber 
 Prof. Dr. Marcus Stumpf ist Professor für Allgemeine Betriebswirtschaftslehre, insb. Marketing und Markenmanagement an der FOM Hochschule für Oekonomie &amp; Management, wissenschaftlicher Leiter des KompetenzCentrums Marketing und Sales Management (KCMS) sowie geschäftsführender Gesellschafter der Managementberatung relatio GmbH.

 Die Autorinnen und Autoren 
 Tina Arens, Prof. Dr. Michael Bernecker, Vanessa Dugmore, Prof. Dr. Franz-Rudolf Esch, Prof. Dr. Michael Fretschner, Prof. Dr. Karsten Kilian, Daniel Kochann, Prof. Dr. Carsten Kortum, Prof. Dr. Jan-Paul Lüdtke, Stefanie Marx, Prof. Dr. Hendrik Send, Prof. Dr. Carolin Tewes, Prof. Dr. Stefan Tewes, Dr. André Schier, Prof. Dr. Andreas Wagener, Heiner Weigand, Prof. Dr. Annett Wolf, Prof. Dr. Martin Wrobel 

 »Marcus Stumpf ist es gelungen, die Spreu vom Weizen zu trennen und damit einen Wegweiser durch die immer komplexere Marketingwelt zu konzipieren.« 
 Tina Müller, CEO Weleda AG 

 »Dies sind die zentralen Marketingthemen, mit denen sich ein Marketeer heute und in Zukunft beschäftigen muss.« 
 Claudio Montanini, Präsident des Bundesverbands Marketing Clubs e.V.

Die 10 wichtigsten Zukunftsthemen im Marketing

Future of Business and Finance

This open access book investigates how digitalization and service infusion are changing service provision and the customer experience. It highlights the central role of service management and service innovation in making these changes not only appear in theory but also implementing them in business practice. At the beginning of the 21st century, many manufacturing firms struggled to exploit the financial potential of service businesses, a phenomenon described as the service paradox. While many manufacturing firms are still struggling with this paradox, several firms (both service and manufacturing firms) are simultaneously struggling with digitalization. This phenomenon can be viewed as the digitalization paradox, i.e., as a situation in which companies invest in digitalization but struggle to reach the expected revenue growth. By applying the lens of service innovation to digitalization and service infusion, the book showcases how firms can overcome the service and digitalization paradoxes, transform service provision, and improve the customer experience. It&nbsp;offers comprehensive coverage, blending literature reviews, conceptualizations, empirical illustrations, and case studies to offer a multifaceted perspective on corporate strategies, illuminating pathways to address the challenges posed by the service and digitalization paradoxes.&nbsp;Built on the latest research from the CTF – Service Research Center at Karlstad University, Sweden, this book offers a valuable resource for managers seeking practical strategies and approaches to enhance their understanding and implementation of service management and marketing principles. It will also appeal to academics with an interest in service management and marketing.&nbsp;

Digitalization, Service Infusion and Customer Experience

Service Innovation and Management

A behind-the-scenes look at how a simple idea born from a real need grew into a brand that transformed a category. From having a viable idea to taking on an established market with a scalable, purpose-led brand, Making Business Child's Play reveals what it takes to be a successful challenger in Fast Moving Consumer Goods (FMCG). Told with warmth, clarity and real-world examples, Joanna Jensen shares the journey, decision-making process, setbacks and turning points that defined the early years of Childs Farm, the UK's leading baby &amp; child personal care brand. If you have a great business idea but feel daunted by the idea of bringing it to life, this book will show you what's possible and how to get there.

How to Build a Winning Brand

Making Business Child's Play

How the Apple Store changed shopping forever - one customer at a time.In The Apple Store: A Retail Story, visionary retailer Ron Johnson reveals the untold story of how he and Steve Jobs created the Apple store. From the first store's opening to a global empire of over 500 locations, Johnson shares a behind-the-scenes look at iconic moments, including the opening of their first UK store on Regent Street and the restoration of the ancient Covent Garden store.Part business memoir, part insider account, the book uncovers Johnson's philosophy - 'Good Things Happen When People Come to the Store,' 'You Can't Automate Service' - and offers timeless lessons on leadership, innovation and customer experience. Filled with personal stories, hard-won wisdom and reflections on working with Steve Jobs, this is an inspiring read offering insights that readers can apply in their own work and lives.Co-written with Zander Nethercutt, this is the definitive account of how Apple's 'houses of worship' became a retail phenomenon that forever changed how we shop.

A Retail Story

Shop Different

nuggets

Zukunft des industriellen Dienstleistungsmanagements

PRAISE FOR MARKETING 7.0 "Legendary for his insight and foresight, Philip Kotler, with his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, take the next step in their leading-edge marketing series. Building on advances in social media, AI and immersive technology from their previous three editions, Marketing 7.0 creatively applies cognitive science concepts and theories to show how marketers can navigate gateways to the human mind to design more personal, relevant and influential marketing." -KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College "Marketing 7.0 by Philip Kotler is a visionary guide that captures the next evolution of marketing in the age of AI, sustainability, and humanity. This book is an essential read for anyone who wants to understand where marketing is headed and how to stay ahead of the curve." -HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher "Marketing 7.0 unites technology and human insight, illustrating how marketing has evolved from products and data to the exploration of the depths of the human mind. By integrating AI, immersive technology, and cognitive science, Philip Kotler redefines marketing as a discipline that goes beyond understanding customers and connects with their thoughts, emotions, and experiences." -ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University

A Guide for Thinking Marketers in the Age of AI

Marketing 7.0

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

Data is not about number crunching. It's about ideas. And when used properly (read: ethically), it is the problem solver of our time.Yet many savvy people seem to be in data denial: they don't think they need to understand data, or it's too complicated, or worse, using it is somehow unethical. Yet as data and AI (just an accelerated way to put data to work) move to the center of professional and civic life, every professional and citizen needs to harness this power.In The Little Book of Data, each chapter illustrates one of the core principles of solving problems with data by featuring an expert who has solved a big problem with data--from the entrepreneur creating a "loneliness score" to the epidemiologist trying to save lives by finding disease "hotspots."The stories are told in a fast-moving, vivid, sometimes comic style, and cover a wide frame of reference from adtech to climate tech, the bubonic plague, tiny submarines, genomics, railroads, bond ratings, and meat grading. (That's right. Meat.)Along the way Evans injects lessons from his own career journey and offers practical thought-starters for readers to apply to their own organizations.By reading The Little Book of Data, you will achieve the fluency to apply your data superpowers to your own mission and challenges--and you will have fun along the way.You will be, in other words, a data person.

Data is not about number crunching. It’s about ideas. And when used properly (read: ethically), it is the problem solver of our time.Yet many savvy people seem to be in data denial: they don’t think they need to understand data, or it’s too complicated, or worse, using it is somehow unethical. Yet as data and AI (just an accelerated way to put data to work) move to the center of professional and civic life, every professional and citizen needs to harness this power.In The Little Book of Data, each chapter illustrates one of the core principles of solving problems with data by featuring an expert who has solved a big problem with data—from the entrepreneur creating a “loneliness score” to the epidemiologist trying to save lives by finding disease “hotspots.”The stories are told in a fast-moving, vivid, sometimes comic style, and cover a wide frame of reference from adtech to climate tech, the bubonic plague, tiny submarines, genomics, railroads, bond ratings, and meat grading. (That’s right. Meat.)Along the way Evans injects lessons from his own career journey and offers practical thought-starters for readers to apply to their own organizations.By reading The Little Book of Data, you will achieve the fluency to apply your data superpowers to your own mission and challenges—and you will have fun along the way.You will be, in other words, a data person.

Understanding the Powerful Analytics that Fuel AI, Make or Break Careers, and Could Just End Up Saving the World

The Little Book of Data

Marketing Mindset in Motion

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