This book serves as a guide to developing and designing the right sound to enhance a product's identity, its use, its affordance and its acceptance by consumers.
At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim.
This book discusses Asian medicine, which puts enormous emphasis on prevention and preservation of health, and examines how, in recent decades, medical schools in Asia have been increasingly shifting toward a curative approach.
Dieses Buch hilft Unternehmern und Marketers konkret beim Marken-Relaunch sowie bei der wertorientierten Markenführung im Alltag – so gelingt ein ROI-orientiertes Markenmanagement.
Dieses Buch zeigt, wie Verantwortliche auf allen Unternehmensebenen die Herausforderungen einer nachhaltigen Unternehmensführung souverän meistern können.
Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses.
Dieses Buch beschreibt alle Phasen eines Content-Marketing-Projekts und macht die systematische Umsetzung in der Praxis direkt anwendbar: Anhand seiner Methode „Content Marketing Excellence“ erläutert der Autor leicht nachvollziehbar, welche Schritte von der Planung über die Produktion und Vermarktung der Inhalte bis zur Erfolgsmessung von Bedeutung sind und welche Stakeholder in welcher Phase tätig werden müssen.
The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease.
This book provides an analysis of the luxury industry in two of the world's biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes.
This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.
This book provides an analysis of the luxury industry in two of the world's biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes.
For decades, sports management has not been considered a priority area of interest within sport, and there is a lack of professionalization within the multiple approaches and key performance areas in sports management.
The 2023 International Conference on National Brand & Private Label Marketing 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 brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices.
Dieses Buch vermittelt praxisnah am Beispiel der Logistik Branche, wie Unternehmen die Attraktivität ihrer Arbeitgebermarke mit einer Social-Media-Strategie langfristig steigern können, um dem Fachkräftemangel dauerhaft entgegenzuwirken.
Die Veranstaltungswirtschaft hat sich nach dem Lockdown auf den Weg zu einem „New Normal“ begeben, in dem Live- und digitale Kommunikation eng verbunden sind.
Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics.
The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly.
