Dieses Buch hilft Unternehmern und Marketers konkret beim Marken-Relaunch sowie bei der wertorientierten Markenführung im Alltag – so gelingt ein ROI-orientiertes Markenmanagement.
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.
From bestselling author, racer and stunt driver Ben Collins - the man who was The Stig - comes a story of spies, speed and hard-driving genius: a driver's love letter to one of the world's best-loved machines.
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.
Dieser Sammelband spiegelt mit seinen 12 Beiträgen von Wissenschaftlern und Praktikern besonders treffend den Konferenzverlauf von DERMARKENTAG2018 wider.
This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general.
Muslim consumers represent an untapped and viable market segment, but to date there has been very little research on catering to their needs or running and managing Islamic businesses.
Dieses Lehrbuch liefert einen theoretisch fundierten und sehr gut verständlichen Überblick der identitätsbasierten Markenführung als dem leistungsfähigsten, aktuellsten Ansatz im Markenmanagement.
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice.
Scholarly studies of value creation for consumer experience constitute a very fragmented field, spanning the disciplines of design, branding and marketing.
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.
Die abnehmende Differenzierbarkeit von Fahrzeughändlern und die zunehmende Homogenität der von Fahrzeugherstellern verfolgten Markenstrategien erfordern zunehmend den Aufbau eines eigenständigen Händler-Markenmanagements.
With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape.
Dieses Lehrbuch liefert einen theoretisch fundierten und sehr gut verständlichen Überblick der identitätsbasierten Markenführung als dem leistungsfähigsten, aktuellsten Ansatz zum erfolgreichen Management von Marken.
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints.
This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general.
This book gathers new empirical findings fostering advances in the areas of communication design and branding, with a special emphasis of interdisciplinary approaches showing how to combine knowledge in those fields to improve businesses in a digital, global world.
Die Autorinnen und Autoren des Tagungsbandes ziehen anlässlich des 10-jährigen Jubiläums der Wissenschaftlichen Konferenz Eventforschung Bilanz und werfen gleichzeitig einen Blick in die Zukunft der Live Communication.
Dieses Buch erläutert, wie Unternehmen das Thema Nachhaltigkeit mit allen Aspekten wirkungsvoll kommunizieren können, um auch in Zukunft bei allen Stakeholdern relevant und glaubwürdig zu bleiben.
