Philip Kotler Archives - m&k https://www.markt-kom.com/en/tag/philip-kotler/ The creative side of the economy Mon, Dec 16, 2024 11:45:34 +0000 en-US hourly 1 https://wordpress.org/?v=7.1.3 https://www.markt-kom.com/wp-content/uploads/2024/07/favicon-150x150.png Philip Kotler Archives - m&k https://www.markt-kom.com/en/tag/philip-kotler/ 32 32 Marketing-Disruption: Schweizer Fallstudie zu Reception Marketing in Kotler-Buch veröffentlicht https://www.markt-kom.com/en/markom/marketing-disruption-schweizer-fallstudie-zu-reception-marketing-in-kotler-buch-veroeffentlicht/ Mon, Dec 16, 2024 11:45:34 +0000 https://www.markt-kom.com/?p=228283
Peter Erni, CEO Brain & Heart Communication

The Zurich agency Brain & Heart Communication has brought an innovative approach to the spotlight with its case study on reception marketing. The work was published for the first time in the renowned Book "Essentials of Modern Marketing" by Prof. Philip Kotler and Kotler Impact.

The concept of reception marketing makes it possible to use big data, algorithms and AI to reach target groups exactly where and when they are receptive to messages. The case study shows how Schweizer Berghilfe optimized its digital campaigns thanks to the "Content Catalog" software. The organization doubled its online donations, achieved 1000 impressions for only CHF 0.45 and increased its website traffic with a CPC of only CHF 0.06 - results far below industry benchmarks.

"This new marketing strategy is the next step beyond interruption and permission marketing," explains Peter Erni, CEO of Brain & Heart Communication. The case study shows how data-driven approaches and innovative technologies can help companies become more efficient and competitive.

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