„Mit einem Wort“ analysiert und diskutiert die zugrunde liegenden Dynamiken sowie die einzigartige Technik und Methodik, das Wertversprechen einer Marke mit nur einem Wort zu definieren.
„Mit einem Wort“ analysiert und diskutiert die zugrunde liegenden Dynamiken sowie die einzigartige Technik und Methodik, das Wertversprechen einer Marke mit nur einem Wort zu definieren.
This book aims to examine the transition of firms from original equipment manufacturing (OEM) and original design manufacturing (ODM) to original brand manufacturing (OBM), focusing on how businesses can evolve to capture greater value in global markets.
In an age of global competition, where cities, regions, and countries vie for investment, talent, tourism, and influence, this textbook offers a comprehensive roadmap to building strong, credible, and resilient place brands.
In an age of global competition, where cities, regions, and countries vie for investment, talent, tourism, and influence, this textbook offers a comprehensive roadmap to building strong, credible, and resilient place brands.
This book aims to examine the transition of firms from original equipment manufacturing (OEM) and original design manufacturing (ODM) to original brand manufacturing (OBM), focusing on how businesses can evolve to capture greater value in global markets.
The 2025 International Conference on Global Retail Brand Management is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers, and national brand managers.
The 2025 International Conference on Global Retail Brand Management is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers, and national brand managers.
This book addresses the pressing need for a comprehensive understanding of Organisational Identity (OI) as essential to building effective, viable, and credible organisations.
This book addresses the pressing need for a comprehensive understanding of Organisational Identity (OI) as essential to building effective, viable, and credible organisations.
This book explores the significant changes that the fashion industry is undergoing as a result of the powerful influence of Gen Z - a demographic that demands authenticity, diversity, and sustainability from the brands they interact with.
Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.
Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.
"e;In One Word"e; analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word.
"e;In One Word"e; analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word.
This book explores the significant changes that the fashion industry is undergoing as a result of the powerful influence of Gen Z - a demographic that demands authenticity, diversity, and sustainability from the brands they interact with.
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.
Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.
Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.
