Dieses Lehrbuch liefert einen theoretisch fundierten und sehr gut verständlichen Überblick der identitätsbasierten Markenführung als dem leistungsfähigsten, aktuellsten Ansatz im Markenmanagement.
This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself.
Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products.
Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces.
Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces.
Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice.
