Möglichkeiten und Grenzen emotionalerKundenansprache imInvestitionsgüter-Marketing

The picture of managers in big enterprises has fundamentally changed in the last decades. Informer times, there was assumed that these persons are “extraordinary” human beings: alwaysabsolutely rational and objective, almost like machines. But in the course of time, this imagechanged in such a manner that this people are “ordinary” humans as well, with the same emotionsand irrationality.Nowadays, most products and services are available nearly any- and everywhere, especially in theadvanced western countries...