Towards competence

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Software firms as well as other high-technology firms have to deal with high competitive market conditions. At a consequence the firms have to find new strategies to stay competitive. That is being reflected in the marketing organisations of the firms. They look for new ways to become more competitive and to gain new demands. There are some marketing streams that are going to be implemented in these software firms. One of them is the often-mentioned relationship marketing. Another one that is going to be highlighted in this book is the so-called competence-based marketing. Competence-based marketing has the goal of transferring the internal competencies and resources of a company into value for the customer, which leads to the result of an increasing value of the firm itself in form of competitiveness and increasing share prices. This book will give some thoughts and insights on the emerging marketing trend of competence-based Marketing.