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Concept development is characterized by the selection of touchpoints and the definition of measures and content. When selecting touchpoints, it is important to choose those that appear relevant to your customers or potential customers. From an internal company perspective, it is also important to select touchpoints that can be effectively managed with the available resources and are compatible with both the company structure and the business environment.

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Step 2: Concept Development

  • 章节

  • 发表日期：

    2026年

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  • Alexander Schwarz-Musch,
  • Alexander Tauchhammer,
  • Bernhard Guetz

摘要

Concept development is characterized by the selection of touchpoints and the definition of measures and content. When selecting touchpoints, it is important to choose those that appear relevant to your customers or potential customers. From an internal company perspective, it is also important to select touchpoints that can be effectively managed with the available resources and are compatible with both the company structure and the business environment.