Konzeption

Dieses Modul zeigt, wie auf Basis des Brand Plans eine Omnichannel-Strategie für Skinovi® entwickelt werden kann.

Quellenangaben

• The B2B Institute: „The 5 principles of growth in B2B marketing” (2020)
• Les Binet, Peter Field: „The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies” (2013)
• James Hurman, Peter Field, Cannes Lions, WARC: „The Effectiveness Code“ (2020)
• Byron Sharp: How Brands Grow – What Marketers Don’t Know (2010) accenture: „Reinventing Relevance – New models for Pharma Engagement with Healthcare Providers in a COVID-19 world” (2020)
• Susanne Schmidt, Martin Eisend: “Advertising Repetition: A Meta Analysis on Effective Frequency in Advertising, Journal of Advertising” (2015), 44:4, 415–428
• Atlassian: „How to write SMART goals“, https://www.atlassian.com/blog/productivity/how-to-write-smart-goals (zuletzt abgerufen am 22.0.2022)
• Jeffrey Vocell, HubSpot: „Personalized Calls to Action Perform 202% Better Than Basic CTAs”, https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data (zuletzt besucht: 06.10.2022)
  
• McKinsey (Nidhi Arora, Daniel Ensslen, Lars Fiedler, Wei Wei Liu, Kelsey Robinson, Eli Stein, and Gustavo Schüler): “The value of getting personalization right—or wrong—is multiplying”,  https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying (zuletzt besucht 06.10.2022)