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.
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.
Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand.
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.
Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand.
Die Autoren dieses Buches diskutieren klassische und neuere Konzepte sowie theoretische und operative Ansätze zur Führung von Marken und geben einen Überblick über den aktuellen Stand der Debatten rund um das Konzept der Marke.
The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities.
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.
The book introduces the concept of 'smart technologies', especially 'Internet of Things' (IoT), and elaborates upon various constituent technologies, their evolution and their applications to various challenging problems in society.
Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement.
Dies ist ein Buch für alle Führungskräfte, Kommunikations- und Personalverantwortliche, die ihre Rolle als Kommunikatoren überdenken und neu justieren möchten.
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.
The book analyzes the success factors of ecological and social brands and offers insights into the strategies of modern corporations, family businesses and social enterprises.
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.
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.