Dr. Kai-Uwe Hellmann. The Philosophy of Managing Brands and the Marketing of Consumer Relationships

Transcription

1 Dr. Kai-Uwe Hellmann The Philosophy of Managing Brands and the Marketing of Consumer Relationships Conference Elements of a Philosophy of Management and Organisation of the Forum for Business Ethics and Business Culture

2 putting the title in smaller parts: 1.1 A Philosophy of Management 1.2 A Philosophy of Brand Management 2.1 A Philosophy of Marketing 2.2 A Philosophy of Relationship Marketing nice to have

3 and making smaller steps: 1.1 A Sociology of Brands 1.2 A Sociology of Brand Management 2.1 A Sociology of Consumers 2.2 A Sociology of Relationship Marketing staying modest

4 First Part: 1.1 A Sociology of Brands 1.2 A Sociology of Brand Management

5 Three Generations of Brands The First Generation: name and difference The Second Generation: trust und relationship The Third Generation: inclusion and identity

6 Three Generations of Brands

7 The Sociology of Brands: Communication and Relationships between Companies and Customers Company Company Company Customer Customer Customers The New Generation of Communities: Commercial Communities (Smarties)

8 The Sociology of Brand Management 1. Brand Management is much more than Brand Marketing (oxymoron) 2. Marketing is a partial function of the company (division of labor) 3. Branding is a universal function of the company (corporate responsibility)

9 The Sociology of Brand Management 1. Brand Management means to integrate the whole performance, all processes of the company with regard to the brand 2. Brand Management is mainly a function and responsibility of the top of the company 3. Normatively seen each part of the company has to be in harmony with the philosophy of the brand

10 The Sociology of Brand Management from Brand Management to Brand Culture Management

11 First Conclusions: Philosophical Consequences Building trustful relationships implies ethical responsibility Negotiating instead of controlling Corporate Social Responsibility of Brand Management The Ethics of Brands

12 Second Part: 2.1 A Sociology of Consumers 2.2 A Sociology of Relationship Marketing

13 Three Generations of Consumers The First Generation: The Water Wars in London (1890) The Second Generation: From Seller- to Buyer-Markets (1950) The Third Generation: From order to chaos, and from the individual to the community (1990)

14 Three Generations of Consumers

15 The Sociology of Consumers: Communication and Relationships between Companies and Customers Company Company Company Customer Customer Customers The New Generation of Communities: Commercial Communities (Smarties)

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17 The Sociology of Consumers The Consumer as a Marionette The Consumer as a Homo rationalis The Consumer as a Receiver The Consumer as a Customer The Consumer as a Role Model The Consumer as a Homo experiencus The Consumer as a Network Member

18 Quelle: McAlexander/Schouten/Koenig, Journal of Marketing, 2002 IKM Brand Customer Customer Product Customer Focal Customer Customer Customer Marketer Customer Customer

19 Three Generations of Marketing The First Generation: Mass Marketing (transactional) The Second Generation: Relationship Marketing (interactional) The Third Generation: Direct Marketing (dialogue)

20 Journal of Direct Marketing, Vol. 1, No. 1

21 Three (4) Generations of Marketing

22 The Sociology of Marketing: Communication and Relationships between Companies and Customers Company Company Company Customers Customer Customer The Next Generation of Marketing Tribal Marketing (Cova/Cova 2002)

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24 Three (4) Generations of Companies

25 The Sociology of Marketing I The constant lack of scientific theory The fact that it has taken until 2001 for one [marketing theory reflecting discourse] to be developed is revealing and reflects the pragmatic priorities in the discipline that have focused on the process of doing marketing rather than critically reflecting on what it is we are doing. (Forword to the first issue of Marketing Theory in 2001)

26 The Sociology of Marketing II The Pragmatic Priorities of Marketing The Pragmatic Priorities of Teaching Similar Problems with Theory Building because of too close Proximity to the Pupils or Customers Marketing is mainly the Application of a Social Technique The Technological Perspective of Marketing dominates all Activities

27 The Sociology of Marketing III Marketing ist not only Producing Images for Customers Marketing is also Image Management for the Company, means Managing the Image of the Company Struggling for Public Recognition Hidding the Ugly, Showing the Beautiful Making Promises and Keeping Promises

28 Second Conclusions: Philosophical Consequences Building trustful relationships implies ethical responsibility Value in Exchange vs Value in Use Societing, not Manipulating Societal Marketing Responsibility The Ethics of Marketing The Moral Career of the Mental Patient

29 General Learnings and Consequences

30 and starting with the discussion: