In einer Zeit, in der wissenschaftliche Erkenntnisse und Innovationen oft im Schatten bleiben, bietet "Wissenschaftliche Kommunikation neu denken" einen frischen Ansatz zur Selbstvermarktung für Forscher und Experten.
What if the real key to a richer and more fulfilling career was not to create and scale up a new business, but rather, to be able to work for yourself, determine your own hours and become a (highly profitable) and sustainable company of one?
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noel Kapferer.
THE INTERNATIONAL BESTSELLER: OVER HALF A MILLION COPIES SOLDMatthew Dixon and Brent Adamson share the secret to sales success: don't just build relationships with customers.
This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research.
Finalist in the Marketing - Branding category of the Goody Business Book Awards 2024 Boeing Max 737's twin crashes, Volkswagen's Dieselgate scandal, worms in Cadbury's chocolates, cyanide in Tylenol, the #MeToo movement.
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.
Over the past two decades, through unprecedented levels of prosperity and changing values, luxury tourism has transformed into a new consumption pattern.
From the authors of the internationally-bestselling business classic The Challenger Sale'A handbook of practices that will help you get into your customers' heads, deliver good value, and win the sale' Daniel H.
This book connects a detailed analysis of Irn-Bru's brand identity over time to theories of national identity, consumer studies, and banal nationalism.
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
Scholarly studies of value creation for consumer experience constitute a very fragmented field, spanning the disciplines of design, branding and marketing.
Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction.
Dieses Lehrbuch liefert einen theoretisch fundierten und sehr gut verständlichen Überblick der identitätsbasierten Markenführung als dem leistungsfähigsten, aktuellsten Ansatz zum erfolgreichen Management von Marken.
Dieses essential gibt einen fundierten Überblick über das Thema Brand Purpose und beschreibt den Wandel des Markenbegriffs von statischen Konstrukten zu dynamischen, partizipativen Ökosystemen.
