Dieses Lehrbuch liefert einen theoretisch fundierten und sehr gut verständlichen Überblick der identitätsbasierten Markenführung als dem leistungsfähigsten, aktuellsten Ansatz zum erfolgreichen Management von Marken.
Gamification plays a major role in individual and business decision-making in today's digital era, remarkably changing the way businesses perform basic functions.
Gamification plays a major role in individual and business decision-making in today's digital era, remarkably changing the way businesses perform basic functions.
The 2024 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.
The 2024 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.
Nation Branding in the Americas: Contested Politics and Identities provides an overview of nation branding in the Americas, an often neglected continent(s) in debates about the creation, dissemination and management of national images.
Trust and Brand Management covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance.
In his 2019 book, The Indispensable Brand, Mitch Duckler took major brands to task for the ';identity crisis' they faced with so many of them indistinguishable from one another, failing at arguably the most important job of brand managementdifferentiation.
Translated from its original Dutch, Strategic Brand Design offers students and professionals a clear overview of the most important steps in developing brand identity from a marketing perspective.
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry.
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.
Im Fokus dieser empirisch-medienwissenschaftlichen Studie stehen die Endkunden*innen und Experten*innen aus der Autoindustrie, dem Autohandel und der Kreativwirtschaft im DACH-Raum.
This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology.
This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology.
Die Veranstaltungswirtschaft hat sich nach dem Lockdown auf den Weg zu einem „New Normal“ begeben, in dem Live- und digitale Kommunikation eng verbunden sind.
Die Veranstaltungswirtschaft hat sich nach dem Lockdown auf den Weg zu einem „New Normal“ begeben, in dem Live- und digitale Kommunikation eng verbunden sind.
Im Fokus dieser empirisch-medienwissenschaftlichen Studie stehen die Endkunden*innen und Experten*innen aus der Autoindustrie, dem Autohandel und der Kreativwirtschaft im DACH-Raum.
In diesem Buch wird ein interdisziplinärer Ansatz für die Welt des Konsums gewählt, der verschiedene Themen abdeckt und soziologische, wirtschaftliche und marketingbezogene Aspekte einbezieht.
In diesem Buch wird ein interdisziplinärer Ansatz für die Welt des Konsums gewählt, der verschiedene Themen abdeckt und soziologische, wirtschaftliche und marketingbezogene Aspekte einbezieht.
This is the first critical, in-depth academic study of FC Barcelona (also known as Barca), one of the world's great football clubs, exploring the historical, political, cultural and commercial dimensions of this global sporting institution.
This is the first critical, in-depth academic study of FC Barcelona (also known as Barca), one of the world's great football clubs, exploring the historical, political, cultural and commercial dimensions of this global sporting institution.
Corporate Communication: Concepts and Practicea "e;a comprehensive and engaging textbooka "e;helps in understanding the underlying concepts and real-life strategies of communication in modern-day corporate set-ups.
