– Marketing Practice –

15 02, 2018

Scoring with Personality

2018-03-19T10:49:17+00:00February 15th, 2018|- Marketing Practice -|

Scoring with Personality   whatchado Ali Mahlodji has had more than 40 jobs in his life– from construction worker over cleaner to pharmacist's assistant- he covered everything. Today, he is the ambassador of Whatchado - an Internet platform founded by him that probably would have saved him from his previous [...]

15 02, 2018

A Matter of Fit

2018-03-19T10:56:17+00:00February 15th, 2018|- Marketing Practice -|

A Matter Of Fit A Discussion about the Use of Matching Tools and Recruitainment in the Selection of Applicants. Answering questions about their experiences with matching tools: Petra Meinking (middle l.), Head of Recruiting and HR Marketing Department at Tchibo GmbH and Swantje Ziegert (middle [...]

14 02, 2018

Tomorrow Employer of Choice

2018-03-19T11:02:24+00:00February 14th, 2018|- Marketing Practice -|

Tomorrow's Employer of Choice Recruitment- Expert Andreas Alles has been successfully counseling senior management staff in HR as well as all recruitment topics for the past eight years. He has previously worked with corporations such as Allianz SE, ARAG SE and Generali Germany. Currently, [...]

14 02, 2018

Hannover Messe

2018-03-19T11:08:16+00:00February 14th, 2018|- Marketing Practice -|

Hannover Messe The International Exhibition of the Industrial Sector in the Focus of Buyers and Touchpoint Researchers It is the typical picture of large-scale business- to-business trade fairs: buyers from around the world come in flocks and rub their eyes in astonishment at the vast [...]

14 02, 2018

The Future of Affection

2018-03-30T12:59:01+00:00February 14th, 2018|- Marketing Practice -|

FutureBrandCom 2026- Kongress “The question is not, when it gets here. Because it will get here. Rather, the question is: When will it be here? It'll be here before you know it.” - Sven Gábor Jánszky The Future of Affection The digitalization [...]

14 02, 2018

Against the Blur

2018-03-19T11:16:47+00:00February 14th, 2018|- Marketing Practice -|

Against the Blur Numerous blurry buzzwords bustle alongside the customer journey: In order to understand them and implement new methods of neuromarketing, marketers need to understand the correlations. Always new buzzwords determine the topics in B2B marketing and point to the latest neuroscientific findings. Marketing management becomes more [...]

12 02, 2018

Marketing in China: In the Red Zone

2018-03-19T11:25:07+00:00February 12th, 2018|- Marketing Practice -|

Marketing in China: In the Red Zone China – country of contrasts, records and superlatives. Here, purchase decisions are made that safeguard German jobs. Therefore it’s good to know based on which emotions these decisions are made. A comparison between western and Chinese purchase  criteria expose critical information [...]

12 02, 2018


2018-03-16T14:14:11+00:00February 12th, 2018|- Marketing Practice -|

Sustainability - in 3.45 seconds Linde Material Handling set the stage for an e motional campaign on Sustainability. The campaign was synchronized across several areas and levels, and sustainability communication was experienced as inspiring and activating by everyone involved. A complete success, awarded a world record. [...]

9 02, 2018

Emotion factor

2018-03-16T14:16:56+00:00February 9th, 2018|- Marketing Practice -|

Emotion Factor How a film can change brand identity. HORSCH Maschinen GmbH celebrates its 30th birthday in 2014. Within the past ten years from 2003 to 2013, the company increased its sales by 1000%. Today, the Group implements agricultural machinery with a turnover of around [...]

8 02, 2018


2018-03-19T11:34:13+00:00February 8th, 2018|- Marketing Practice -|

Brand-Syncronization Those who reward shall be rewarded Dr. Jürgen Kütemeyer and Daniel Szkutnik about unimagined possibilities in B2B brand communication He is successful in both worlds: Dr. Jürgen Kütemeyer, Founder and Managing Director of trio-group, headquartered in Mannheim, Germany, one of the largest owner-managed communications agencies in Germany. [...]

24 01, 2018

(Not) a crystal clear case

2018-03-13T14:22:12+00:00January 24th, 2018|- Marketing Practice -|

(Not) a crystal clear case How sales and marketing in a highly innovative technical industry focused on the emotional patterns of the target groups. Surprising, yet convincing results. SCHOTT - Smart Touch Experience the power of intuitive control. New products speak for themselves, they thought [...]

24 01, 2018

Emotional Access

2018-02-08T16:23:56+00:00January 24th, 2018|- Marketing Practice -|

Emotional Access For certain companies a (burdensome) duty, for others a (neglected) freedom: sustainability reporting. Especially for small and large enterprises, in industry, commerce and services thr chances are predominant. Sustainability reporting helps strengthen trust. Properly seized, embedded in a communication strategy, synchronized between business areas, messages [...]

24 01, 2018

Reward and punishment

2018-02-08T11:22:13+00:00January 24th, 2018|- Marketing Practice -|

Reward and punishment It's all a matter of reward and punishment: 136 students at the dual University Baden-Württemberg in Ravensburg evaluated brand within the framework of a joint study conducted by the DHBW and the HORIZON journal. Brand perception was examined with the help of a response-time-based [...]