The quality of goods and services is becoming increasingly homogeneous - new unique selling propositions are in demand to excite customers! Additionally, communication technology and channels have revolutionized the media in recent years and completely turned traditional marketing concepts upside down. Customers are no longer passively bombarded with advertising messages; they are suddenly engaging in conversations - and how! Sometimes with catastrophic consequences for companies that underestimate the power of social media or overlook its tremendous potential. Often, clear strategies and concepts are lacking, and a professional approach is frequently not evident. In this completely revised and expanded new edition, experts from renowned German companies and universities describe, through best-practice examples, how to successfully operate in times of global competition and increasing online communication.