Publications
Lectures and Keynote Speeches
Elste, R. (2021)
Digitalization in sales in the age of Corona
Online keynote for the Upper Austrian Energy Saving Association, 22.04.2021
Elste, R. (2020)
Sustainability in marketing & sales
Keynote, 5th University Day Marketing & Sales, Esslingen University of Applied Sciences/ Göppingen Campus, 23.01.2020
Elste, R. (2019):
Sales management – because they do not know what they are doing
Keynote, Federal Association of German Management Consultants e. V., Bonn, 01.04.2019
Elste, R. (2018):
Does tradition still have a future?
Participation on the panel discussion of the IHK Stuttgart, 18.09.2018
Elste, R. (2018):
Sales in the Digital Age
Participation on the panel discussion, Tech Open Air Berlin, (19.6.2018)
Elste, R. (2018):
Digitization and sales – how sales can survive the digital transformation
Keynote at the GABAL Spring Impulse Day, Göttingen, (5.5.2018)
Elste, R. (2018):
Digitization in sales – successfully aligning sales with the changed framework conditions of a digitized environment
Keynote speech at the sales and marketing conference of a leading German bank and building society
Elste, R. (2018):
Digitization in sales and marketing – illusion or real opportunity?
Keynote at the Roundtable of the Upper Austrian Energy Saving Association, Linz/Austria (13.6.2018)
Elste, R. (2018):
Digitising sales – illusion or real opportunity?
Keynote at the World Sustainable Energy Days (WSED) in Wels/Austria (28.2.2018)
Elste, R. (2018):
Does tradition still have a future?
Participation on the panel discussion of the IHK Stuttgart, 18.09.2018
Elste, R. (2018):
Sales in the Digital Age
Participation on the panel discussion, Tech Open Air Berlin, (19.6.2018)
Elste, R. (2018):
Digitization and sales – how sales can survive the digital transformation
Keynote at the GABAL Spring Impulse Day, Göttingen, (5.5.2018)
Elste, R. (2018):
Digitization in sales – successfully aligning sales with the changed framework conditions of a digitized environment
Keynote speech at the sales and marketing conference of a leading German bank and building society
Elste, R. (2018):
Digitization in sales and marketing – illusion or real opportunity?
Keynote at the Roundtable of the Upper Austrian Energy Saving Association, Linz/Austria, (13.6.2018)
Elste, R. (2018):
Digitising sales – illusion or real opportunity?
Keynote at the World Sustainable Energy Days (WSED) in Wels/Austria, (28.2.2018)
Elste, R. (2017):
Digitalization in sales
Keynote address at the sales conference of a leading company in the leasing industry
Elste, R. (2016):
Price Management for Premium Brands in a Digitalized World
Keynote at the 19th Businesler Economic Forum, Stuttgart
Elste, R. (2016):
Change Management in a Digitalized Sales World
Keynote address at the international sales conference of a leading manufacturer in the heating industry
Elste, R.; Marx, B. (2016):
Digitalization in After Sales
1st Austrian Spare Parts Day, Linz
Elste, R. (2015):
Industry 4.0: Impact on sales and opportunities through disruptive business models
Delegation trip of Baden-Württemberg International (bw-i) Taipei & Taichung/Taiwan, July 2015
Elste, R. (2015):
Digitalization in Sales
International sales meeting of a leading manufacturer of tools in the paint industry
Elste, R. (2014):
Successful marketing in the non-profit sector
World Congress of German Schools Abroad, Berlin
Binckebanck, L. (2013):
New media in sales – revolution or pack behavior?
NORDAKADEMIE Sales Convention, Elmshorn
Binckebanck, L. (2012):
Marketing and sales controlling as the key to sales success
BFW Market Research Symposium, Düsseldorf
Binckebanck, L. (2011):
Energy refurbishment & marketing – critical view of refurbishment measure
IKOWO Conference, Hamburg
Binckebanck, L. (2011):
International Sales: Global Player or Local Hero?
NORDAKADEMIE Sales Convention, Elmshorn
Baumgarth, C.; Binckebanck, L. (2010):
The impact of the sales force on B-to-B brand equity: Framework and empirical test
Academy of Marketing SIG Brand Conference, Barcelona
Elste, R. (2010):
Secrets of successful price management
Manager Lounge, Hamburg
Elste, R. (2010):
The impact of missing attributes on brand evaluation
Academy of Marketing Science (AMS) Annual Conference, Portland/USA
Binckebanck, L. (2009):
Current approaches to residential real estate marketing
Cooperative Academy, Karlsruhe
Elste, R. (2009):
Something Missing? The Impact of Missing Attribute Information on the Evaluation of Branded Products
8th ICORIA, Klagenfurt
Elste, R.; Marx., B. (2016):
Digitalization in Sales & Marketing
Keynote at the end-of-year event of the Entrepreneurial Circle of the Economic and Innovation Promotion Corporation of the Göppingen District (WIF),12.12.2016
Elste, R.; Marx., B. (2016):
Digitalization in After Sales
1st Austrian Spare Parts Day, Linz/Austria, 01.03.2016
Elste, R.; Marx., B. (2015):
After Sales Monitor: Efficient service processes in SMEs through the use of modern IT – Which modern communication technologies are used in SME after sales?
6th German After Sales Service Conference, Mainz
Elste, R. (2015):
Digitalization: What sales needs now
CRM-Summit, Würzburg
Baumgarth, C.; Binckebanck, L. (2015):
Building and managing CSR brands: Theory and applications
International Conference on Corporate Social Responsibility & Sustainable Business Development, Ho- Chi-Minh-City
Binckebanck, L. (2014):
Is sale the new marketing?
German Sales and Sales Manager Congress, Munich
Binckebanck, L. (2013):
CSR – marketing gimmick or strategic competitive advantage?
NORDMETALL Working Group Meeting, Hamburg
Binckebanck, L. (2012):
Corporate Social Responsibility for Sustainable Development
UN Summer Academy, Turin
Binckebanck, L. (2012):
Taking the lead in sales – success factors for sales management
NORDAKADEMIE Sales Convention, Elmshorn
Binckebanck, L. (2012):
Compensation systems – Best practice in sales
Haufe Webinar
Baumgarth, C.; Binckebanck, L. (2011):
CSR Brand – Presentation of a new brand model and case study-based evaluation
Brand Day, Berlin
Baumgarth, C.; Binckebanck, L. (2011):
A management-oriented approach towards CSR branding: Conceptual framework and case study-based evaluation
CSR Communication Conference, Amsterdam
Binckebanck, L. (2011):
Modern marketing for residential real estate
ADG Academy of German Cooperatives, Montabaur
Binckebanck, L. (2011):
Integrated information management in marketing and sales
BFW Market Research Symposium, Düsseldorf
Elste, R. (2010):
How missing attributes impact on brand evaluation, 6th Thought Leaders
International Conference in Brand Management, Lugano
Elste, R. (2009):
How to be successful in Industrial Marketing
NORDAKADEMIE, Elmshorn
Online articles
Franz Speer: Brand / Marketing and Sales Strategy in the Sign of Sustainability.
The influence of external stakeholders on my brand and sales strategy
If you were asked who has the greatest influence on your products and processes, you would probably say: my (retail) customers and my consumer / shopper.
Elste, R. (2020)
How digital do we stay after Corona?
in Springer Professional, 21.04.2020
> Online article
Elste, R. (2020)
Learning from the worst or selling in Corona times
in Springer Professional, 11.08.2020
> Online article
Elste, R. / Deutsch, M. (2020)
Measuring digitalization in marketing and sales – is that possible?
in Springer Professional, 10.11.2020
> Online article
Elste, R. (2019):
Don’t leave the field to the internet giants without a fight
in Springer Professional 07.01.2019
Elste, R. (2019):
Sales management – because they do not know what they are doing
in Springer Professional 11.04.2019
Elste, R. (2019):
Learning from Karl’s – how retail has a future
in Springer Professional 22.10.2019
Elste, R. (2018):
Referral marketing and reviews are an important lever for sales.
Springer Professional columnist Rainer Elste explains why both increase the probability of sales.
in Springer Professional, 12.10.2018
Elste, R. (2018):
What sales have to do in 2018
in Springer Professional, 09.01.2018
Elste, R. (2018):
Why we are falling into digital disillusionment
in Springer Professional
Elste, R. (2017):
Ambient Sales or why you can’t stop trends
in Springer Professional
Elste, R. (2017):
Is the seller dead or alive?
in Springer Professional
Elste, R. (2016)
CRM reloaded – are we already digital?
in Springer Professional
Elste, R. (2016)
Sales has to sell better today
in Springer Professional
Elste, R./Böttcher, G. (2016)
Separate the useful from the pointless
in Springer Professional
Elste, R. (2016)
Breaking down department walls
Interview in VDI News
Elste, R. (2016)
The pros and contras of price transparency of complex services
Books
Binckebanck, L.; Elste, R. (2016):
Digitalization in Sales, Wiesbaden (ed.)
Binckebanck, L. (2011):
Selling after the crisis
Binckebanck, L.; Hölter, A.-K.; Tiffert, A. (2013): Leading Sales Organizations, Wiesbaden (ed.).
Binckebanck, L.; Belz, C. (2012):
International Sales, Wiesbaden (Ed.).
Binckebanck, L. (2006):
Interactive brand management, Wiesbaden
Speer, F. (2004): Cooperation innovation > Buy book
Cooperation is always difficult – but it is probably hardly anywhere as difficult as between industry and retail. Nevertheless, companies in the consumer goods industry are now also beginning to move away from focusing exclusively on their own processes and instead are optimizing complete value chains. Under the keyword „Efficient Consumer Response,“ a move toward more cooperation can be observed in the traditionally strained relationship between industry and retail partners. The idea of value-added partnerships is supposed to show a way out of the dilemma of „antagonistic cooperation“ and the zero-sum game practiced by all parties involved. Based on the analysis of a cooperative relationship generally regarded as a benchmark in research and practice – between the companies Henkel and dm-drogerie markt – this volume presents the framework conditions, courses and development logics, the problems and possible solutions of cooperative ventures in the difficult environment of food retailing. In the process, a surprising insight can be gained for organizational theorists as well as corporate practitioners: When external, cross-company cooperation has gained a certain quality and stability, internal cooperation and communication once again come into focus.
Book contributions & articles in professional journals
Elste, R./ Speer, F. (2019)
An eco-wave has become a tsunami in Sales Excellence, 3/2019, S. 44-47, Springer, Wiesbaden
Elste, R. (2019)
Let’s stop hunting for new customers in Sales Excellence, 1-2/2019, S. 18, Springer, Wiesbaden
Elste R. (2018):
Customer Value – What lasts long is sure to be good
in Sales Excellence, 7-8/2018, S. 16, Springer, Wiesbaden
Elste R. (2018):
It’s a Long Way to digitalization
in acquisa, 01/2018, S. 68-73, Haufe, Freiburg
Elste R. (2018):
Sales training – change in quality and perception required
in Sales Excellence, 5/2018, S. 16-17, Springer, Wiesbaden
Elste R. (2018):
Still a long way from the goal: digitalization in sales and marketing
in Steinbeis Transfer magazin, 01/2018, S. 44-45, Steinbeis, Stuttgart
Elste, R./ Binckebanck, L.(2017 )
Change in sales through digitization – what matters tomorrow.
Learnings from Digitalization and Requirements for Tomorrow’s Sales, in: Hildebrandt, A./ Landhäußer, W. (eds.).
CSR and the digital economy – The digital transformation as an opportunity and challenge for business and society, Wiesbaden.
Elste, R. (2017):
Is that enough? – Digitization and global competition are calling into question the raison d’être of sales in its usual form. Editorial, in acquisa, 06/2017, S. 17-23, Haufe, Freiburg
Elste, R.; Binckebanck, L. (2016):
Communication Controlling in the Business-to-Business Sector, in: Esch, F.-R.; Langner, T.; Bruhn, M. (eds.).
Handbook Controlling Communication, 2nd ed., Wiesbaden, S. 713-749
Baumgarth, C.; Binckebanck, L. (2015):
CSR-based brand management for B-to-B markets: A model proposal
in: Heidel, B.; Teichert, T. (Hrsg.), Consumer behaviour: Basis for Communication and Brand Management, Hamburg, S. 154-161
Baumgarth, C.; Binckebanck, L. (2014):
Best practices in CSR brand management and communication
in: Meffert, H.; Kenning, P.; Kirchgeorg, M. (ed.), Sustainable Marketing Management, Wiesbaden, S. 175-203
Baumgarth, C.; Binckebanck, L. (2013):
CSR Brand – Presentation of a new brand model and case study-based evaluation
in: Baumgarth, C.; Boltz, D.-M. (ed.), Impulses for brand practice and brand research – Proceedings of the international conference ‚The Brand Day 2011‘, Wiesbaden, S. 409-449
Baumgarth, C.; Binckebanck, L. (2011):
Sustainable brand implementation in B-to-B sales
in: Keuper, F.; Bald, Th. (ed.), Innovative brand management and implementation, Berlin, S. 335-354
Baumgarth, C.; Binckebanck, L. (2011):
CSR brand management in the medium-sized construction and real estate industry
in: Meyer, J.-A. (ed.), Sustainability in small and medium-sized enterprises, Lohmar, S. 337-366
Binckebanck, L. (2010):
Interactive brand management: Sales as a communication channel for the B to B brand
in: Baumgarth, C. (Hrsg.), B-to-B-Brand management, Wiesbaden, S. 517-538
Binckebanck, L.; Bußmann, W.F. (2006):
Return on Training – sales training and knowledge management
in: Ahlert, D.; Olbrich, R.; Schröder, H. (ed.), Yearbook Sales and Trade Management: Knowledge Management in Sales, Trade and Corporate Networks, Frankfurt a.M., S. 77-92.
Binckebanck, L.; Becker, B. (2005):
Internal brand management as an integration mechanism in the decentralised distribution of financial services
in: Ahlert, D.; Olbrich, R.; Schröder, H. (ed.), Yearbook Sales and Trade Management: Networks in Sales and Trade, Frankfurt a.M., S. 275- 289.
Becker, B.; Binckebanck, L. (2004):
Cross Functional Selling – Implementing customer orientation at organisational level
in: Ahlert, D.; Dannenberg, H.; Huckemann, M. (Hrsg.), The Sales Guide, 2nd edition, Neuwied, S. 172-181.
Binckebanck, L.; Wiese, F. (2004):
E-learning in sales – a new dawn or a hangover?
in: Ahlert, D.; Dannenberg, H.; Huckemann, M. (ed.), The Sales Guide, 2nd Edition, Neuwied, S. 214- 228.
Bieber, H. Jacobsen, S. Naevecke, C Schick, F. Speer (HG), (2004):
Innovation of Cooperation – Towards a New Relationship between Industry and Trade? Edition Sigma; 2004; ISBN 3-898404-514-0
Franz Speer (2004):
The influence of new cooperative relationships between trade and industry on the skills development of employees. In: Innovation of cooperation; Edition Sigma
Franz Speer (1998):
Consumer data as an essential control variable In: Dynamics in trade 4-98; DHI
Binckebanck, L. (2014):
Data management in marketing and sales controlling using the example of the residential property development business
in: Keuper, F.; Schmidt, D.; Schomann, M. (Hrsg.), Smart Big Data Management, Berlin, S. 133-151
Binckebanck, L.; Hölter, A.-K. (2013):
The interplay of brand management and personal selling in the international B-to-B context
in: Bernecker, M. (ed.), Marketing Yearbook 2012/2013, Köln, S. 59-71
Binckebanck, L. (2013):
Marketing 2013: Quo vadis?
in: Reinecke, S. et al. (ed.), Marketing Kaleidoscope: Accents and Search Fields for a Reality-Oriented Marketing, St. Galle, S. 47-51
Baumgarth, C.; Binckebanck, L. (2012):
„Real“ CSR brands as a concept for success – CSR brand model and brand audit discussed using a best-practice example from the construction and real estate industry
in: Wüst, C.; Kreutzer R.T. (ed.), Corporate Reputation Management, Wiesbaden, S. 341-356
Binckebanck, L. (2011):
Boom industries 50plus – How companies can use the best-ager market for themselves
Market power 50plus in the real estate industry, in:Pompe, H.-G. (Hrsg.), Wiesbaden, S. 125-129
Binckebanck, L. (2010):
Integration of marketing and sales in the B-to-B business through interactive brand management
in: Bernecker, M. (Hrsg.), Marketing Yearbook 2010/2011, Köln, S. 237- 252.
Binckebanck, L. (2005):
Success factors of key account management in the international benchmark
in: Ahlert, D.; Becker, B.; Evanschitzky, H.; Hesse, J.; Salfeld, A. (ed.), Excellence in Brand Management and Sales, 2nd Edition, Wiesbaden, S. 89-107
Binckebanck, L.; Herrmann, M. (2005):
Customer value as the basis of successful key account management – the example of Kappa
in: Zupancic, D.; Belz, C.; Bußmann, W.F. (ed.), Best Practice in Key Account Management, Frankfurt a.M., S. 167-179.
Binckebanck, L. (2004):
The price as an engine for recovery?!
in: Ahlert, D.; Dannenberg, H.; Huckemann, M. (ed.), The Sales Guide, 2nd Edition, Neuwied, S. 33-48.
Binckebanck, L. (2004):
Sales analytics: control beyond the numbers graveyard
in: Ahlert, D.; Dannenberg, H.; Huckemann, M. (ed.), The Sales Guide, 2nd Edition, Neuwied, S. 162-171.
Franz Speer, (2003):
Life-cycle oriented demarcation of target groups in the area of Fast Moving Consumer Goods In: Category Management Concepts-Cooperations-Experiences
Hendrik Schröder (ed.) Deutscher Fachverlag ISBN 3-87150-815-2
Franz Speer (1999):
Category Management – Organisational approaches of an integrated marketing and sales concept: In: Efficient Consumer Response Handbook
Andreas von der Hyden (ed.) Verlag Vahlen ISBN 3-80006-2279-3
Franz Speer (1998):
Category Management or the Consumer in Dual View – A Consumer-Oriented Approach In: Global Trade Management
Joachim Zentes, Bernd Swoboda (Eds.) ; Deutscher Fachverlag ISBN 3-87150-588-9
Binckebanck, L.; Jordan, S. (2016):
Management of international sales partners for industrial goods using the example of STILL
in: Marketing Review St. Gallen, Jg. 33, Nr. 1, S. 70-77.
Binckebanck, L.; Trilling, T. (2016):
Stand up to stress in sales
in: Sales Management Review, Jg. 25, Nr. 2, S. 20-30.
Scheffer, D.; Binckebanck, L.; Eisermann, J. (2016):
Using personality systems in sales practice
in: Sales Management Review, Jg. 25, Nr. 3, S. 12- 21
Binckebanck, L. (2015):
More customer orientation through new technologies in sales?
in: Sales Management Review, Jg. 24, Nr. 1, S. 36-43.
Binckebanck, L. (2015):
Holism through integrated management
in: Sales Management Review, Jg. 24, Nr. 2, S. 44-51.
Binckebanck, L. (2014):
Is distribution the new marketing?
in: Verkaufen, Jg. 5, Nr. 4, S. 14-18.
Binckebanck, L. (2014):
Customer management as a strategic leadership task in sales
in: Sales Management Review, Jg. 23, Nr. 1, S. 8-17.
Binckebanck, L. (2014):
Management of sales complexity as management task
in: Sales Management Review, Jg. 23, Nr. 5, S. 54-60.
Elste, R.; Esch, F.-R., (2013):
When brands have nothing more to say
in: Harvard Business Manager, 02/2013, S. 7-9.
Elste, R.; Esch, F.-R. (2012):
Effect of unique product features on the evaluation of branded products
in: transfer Werbeforschung & Praxis, 58 (2), 2/2012, S. 6-24.
Binckebanck, L. (2012):
Communicate brand values internationally and holistically
in: Sales Business, Jg. 22, Nr. 10, S. 18-20.
Baumgarth, C.; Binckebanck, L. (2011):
Sustainable brand implementation in the B-to-B business
in: Business + Innovation – Steinbeis Executive Magazin, Jg. 2, Nr. 2, S. 20-26.
Baumgarth, C.; Binckebanck, L. (2011):
Corporate Social Responsibility for brokers
in: Immobilien-Profi, Jg. 15, Nr. 66, S. 24-31.
Elste, R./ Sebastian, K.-H. (2010):
Are brand owners to blame for the success of private labels?
in Frankfurter Allgemeine Zeitung, 31.05.2010
Elste, R./ Esch, F.-R./ Kulikov, A. (2009):
Something missing? The impact of missing attribute information on the evaluation of branded products
in Ralf Terlutter, Sandra Diehl, Shintaro Okazaki (eds.): EAA Advances in Advertising Research (Vol. 1): Cutting Edge International Research, Gabler, Wiesbaden, 2010
Elste, R.; Esch., F.-R. (2007):
Unkissed Frogs – Still a lot of potential in B2B
in: Unternehmermagazin 10/2007, S. 32-35.
Elste, R.; Kricsfalussy, A. (2002):
Centralisation mix – How organisation supports brand value
in marketing, 06/2002, S. 34-37.
Binckebanck, L.; Elste, R. (2016):
The opportunities outweigh the risks – Digitisation as a megatrend also generates pressure for change, especially in sales and distribution.
in: acquisa, Jg. 64, Nr. 3, S. 16-21.
Elste, R.; Binckebanck, L. (2016):
Systematically use new technologies in sales
in: Sales Management Review, Jg. 25, Nr. 1, S. 30-42.
Elste, R.; Binckebanck, L. (2016):
Communication controlling in the B2B sector
in Esch/ Bruhn/ Langner (Hrsg.): Handbook Communication, Vahlen, München
Binckebanck, L. (2015):
Digital Sales Excellence – Systematic use of new technologies in sales
in: Marketing Review St. Gallen, Jg. 32, Nr. 6, S. 44-52.
Elste, R.; Binckebanck, L. (2015):
From door-to-door salesman to computer scientist? How digitalisation is changing sales
in: High Potential, Oktober/November, S. 6-8.
Baumgarth, C.; Binckebanck, L. (2014):
Corporate Social Responsibility for Industrial Goods – How can B-to-B companies differentiate themselves through CSR brand management?
in: transfer – Advertising Research & Practice, Jg. 60, Nr. 1, S. 34-41.
Behringer, S.; Binckebanck, L. (2014):
Systematically manage risks in sales
in: Sales Management Review, Jg. 23, Nr. 2, S. 8-17.
Binckebanck, L.; Hölter, A.-K. (2014):
Coordination as a challenge
in: acquisa, Jg. 62, Nr. 3, S. 66-68.
Binckebanck, L. (2014):
Managing the sales culture in strategic business development
in: Sales Management Review, Jg. 23, Nr. 3, S. 50-56.
Binckebanck, L.; Kämmerer, P. (2013):
Interface management between marketing and sales in the B-to-B business at Castrol
in: Marketing Review St. Gallen, Jg. 30, Nr. 2, S. 70-79.
Baumgarth, C.; Binckebanck, L. (2012):
Credible CSR communication through identity-based CSR brand management: state of research and conceptual model
in: uwf – UmweltWirtschaftsForum, Jg. 19, Nr. 3-4, S. 199-205.
Binckebanck, L.; de Boon, S. (2011):
Industrial goods interactivel
in: acquisa, Jg. 59, Nr. 11, S. 52-53.
Baumgarth, C.; Binckebanck, L. (2011):
Sales Force Impact on B-to-B Brand Equity: Conceptual framework and empirical test
in: Journal of Product and Brand Management, Vol. 20, No. 6, pp. 487-498.
Binckebanck, L.; Hettenbach, P. (2011):
Location is no longer everything
in: Immobilienwirtschaft, Nr. 12-01, S. 38-39.
Elste, R. (2009):
Brand evaluation for unique product features
Gabler, Wiesbaden, 2009
Binckebanck, L.; Kuntkes, J. (2007):
How sales increase brand value
in: absatzwirtschaft, Jg. 50, Nr. 2, S. 42-45.
