The Power of Influencing: An Optimized Reference Marketing Concept

Abstract

The purpose of this thesis was to optimize Itegrity’s current reference marketing concept taking into consideration expert and customer insights alongside the psychological aspects of the decision- making process. Itegrity’s reference marketing is embedded in its yearly marketing plan and hence not focused on individually. The goal is to elaborate an individual reference marketing concept which will serve as a basis for customer success stories. An implementation approach should follow the reference marketing concept with precise suggestions on the process along the customer journey.