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Die Reizüberflutung von Konsumenten – gerade auch im Zeitalter der sozialen Netzwerke – rückt die Frage nach effektiver und effizienter Kundenkommunikation für Unternehmen erneut in den Mittelpunkt.Die – im Prinzip uralte – Kommunikationsform der Weiterempfehlung durch...
Editeur :
Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Parution :
2014-04-23
PDF, ePub
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Die Abgrenzung von Angeboten der Wettbewerber sowie die Profilierung der eigenen Leistungen gegenüber den Kunden ist insbesondere bei Commodities, d. h. undifferenzierten, homogenen und maßgeblich über den Preis unterscheidbaren Leistungen, eine große Herausforderung....
Editeur :
Springer Gabler
Parution :
2014-04-15
ePub
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This book offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring, with the opening of subsidiaries in Asia, and the implementation of a...
Editeur :
Palgrave Macmillan
Parution :
2014-04-08
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Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection...
Editeur :
Kogan Page
Parution :
2014-04-03
PDF
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A compilation of the established knowledge in strategic account management While companies and academics expend tremendous effort on mass marketing, they often overlook their immediate customers (which are critical in both senses) and hence the importance of strategic...
Editeur :
Wiley
Parution :
2014-03-17
PDF, ePub
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This is a guide to help brand strategists consider what people really want in order to enhance their lives, and think about the role of their brand in responding to these desires. It offers a new framework for understanding desire, based on some of the things that are...
Editeur :
Palgrave Macmillan
Parution :
2014-03-16
PDF
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A practical guide for inexperienced marketers who have to develop a marketing strategy With technology being built into products of all kinds, many businesses are hiring scientists, engineers, and designers to fulfill strategic marketing and product management roles....
Editeur :
Wiley
Parution :
2014-03-04
PDF, ePub
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Historically, bubbles have been understood primarily in financial-economic terms. In this exciting new work, Dholakia and Turcan argue that bubbles are also a socio-political and cultural phenomena, with intense and accelerating interactions of engineered hype and...
Editeur :
Palgrave Pivot
Parution :
2014-02-24
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Conjoint analysis is probably the most significant development in marketing research in the past few decades. It can be described as a set of techniques ideally suited to studying customers’ decision-making processes and determining tradeoffs. Though this book is...
Editeur :
Springer
Parution :
2014-02-20
ePub
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Marken sind im Kern nichts anderes als viel Emotion und eine geniale Idee. Dabei ist Cre-Activity das geeignete Mittel, um große Brands in die Welt zu setzen, sie mit Liebe und Sorgfalt zu entwickeln und ihnen ein langes Leben zu sichern. Dieses Buch setzt dort an, wo...
Editeur :
Springer Gabler
Parution :
2014-02-07
ePub
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Fashion Branding and Consumer Behaviors presents eye-opening theory, literature review and original research on the mutual influence of branding strategies and consumer response. Contributors use multiple methods to analyze consumers' psychosocial needs and the extent...
Editeur :
Springer
Parution :
2014-01-30
ePub
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The subject of this book is an analysis of the business models developed or adopted by Chinese small and medium sized enterprises (SMEs), specifically those that are successfully listed on China’s capital market; in other words, it is a dissection of those Chinese...
Editeur :
Springer
Parution :
2014-01-13
ePub
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A young woman tells a focus group that Diet Coke is like her boyfriend.A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren’t just using these brands. They are engaging in a rich, complex, ever-changing relationship, and...
Editeur :
Jossey-Bass
Parution :
2014-01-06
PDF, ePub
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Das Herausgeberwerk widmet sich in einzelnen Beiträgen den dominierenden Zielgruppenkonzepten im Konsumentenmarketing. Neben eindimensionalen und primär an beobachtbaren Merkmalen orientierten Segmentierungen (z.B. Zielgruppe „Frau“ oder „Best Ager“) werden gängige...
Editeur :
Springer Gabler
Parution :
2013-12-19
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Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help...
Editeur :
Palgrave Macmillan
Parution :
2013-12-15
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Erstes deutschsprachiges Kompendium zum Status quo „Marken und Sport“. Renommierte Autoren beleuchten den Themenkomplex umfassend und werfen einen Blick auf Markenstrategien, Instrumente der Markenführung und des Markencontrollings sowie markenrechtliche Aspekte. In...
Editeur :
Springer Gabler
Parution :
2013-12-11
PDF, ePub
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Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterized by the demand for constant innovation, rising pressure on budgets, the growth of social...
Editeur :
Kogan Page
Parution :
2013-12-03
ePub
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For brands to succeed in a competitive environment they need to build a 'loving' relationship with their customers. Brands need to construct an emotional engagement with customers so that they feel genuinely connected to it and what it has to offer. Through 15 steps...
Editeur :
Palgrave Macmillan
Parution :
2013-11-25
PDF
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Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader....
Editeur :
Jossey-Bass
Parution :
2013-11-20
PDF, ePub
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This book is a comprehensive guide to design and conduct the research in management-related field, such as marketing management and human resources management. It provides an overview of the real research conducted by authors throughout their careers and explains the...
Editeur :
Springer
Parution :
2013-11-19
ePub
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