Confidence: The Latest Currency in Marketing and Management

Abstract

In Chap. 5, we dealt in detail with how marketing can become the ROI driver in a company. In the course of this, the do ut des principle was addressed. However, it is not only found—on a high degree of abstraction—in terms of the balance between the “value for the company” and “customer value.” It also has a long-term influence on many concrete measures of the company itself if it, for example, involves the provision of information for the company as a requirement for individual customer care. It is imperative that potential customers and customers have to provide “additional information” in order to be able to experience “added individual support.” This important insight has still not been accepted neither in the broad segments of politics nor by the “consumer protectors” nor by many customers themselves. The substance of this insight culminates in the law of disproportionality of information (Kreutzer, 2009, p. 69):