Best Practice Der Markenf Hrung
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Neuromarketing In The B To B Sector Importance Potential And Its Implications For Brand Management
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Author : Friedrich Gentner
language : en
Publisher: Diplomica Verlag
Release Date : 2012-02
Neuromarketing In The B To B Sector Importance Potential And Its Implications For Brand Management written by Friedrich Gentner and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02 with Business & Economics categories.
Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies. In his preface to "B-to-B-Markenfhrung", Klaus Backhaus states: "Effektive und effiziente Markenpolitik ist in der Praxis des Business-to-Business-Marketing immer noch ein Stiefkind, auch wenn mittlerweile eine Reihe von wissenschaftlichen Ver”ffentlichungen bis hin zu Lehrbchern zur Markenpolitik in diesem Bereich vorliegt. Einer der wesentlichen Grnde hierfr liegt sicherlich darin, dass der Business-to-Business-Bereich stark durch Personen mit einer technischen bzw. ingenieurwissenschaftlichen Ausbildung gepr„gt ist, die fr ?intangible assets?, wie sie die Marke darstellt, erfahrungsgem„á weniger Aufmerksamkeit aufbringen.". Even though the purchase decision is made by the "Buying Center" in the B-to-B market, the assumption prevails that the findings from Neuromarketing can still be applied because this group consists of human beings as well. This book will consider the findings taken from Neuromarketing in the light of particular instances of B-to-B-Marketing. The question will be raised as to why and to what extent Neuromarketing is relevant for brand management in B-to-B-Marketing. The possibilities arising from this comparison will only be presented as examples and do not claim to be complete. An example from the Corporate Communication Sector at Siemens will be taken to display the application.
The New Digital Storytelling
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Author : Bryan Alexander
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2011-04-07
The New Digital Storytelling written by Bryan Alexander and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-07 with Language Arts & Disciplines categories.
This book surveys the many ways of telling stories with digital technology, including blogging, gaming, social media, podcasts, and Web video. Digital storytelling uses new media tools and platforms to tell stories. The second wave of digital storytelling started in the 1990s with the rise of popular video production, then progressed in the new century to encompass newer, social media technologies. The New Digital Storytelling: Creating Narratives with New Media is the first book that gathers these new, old, and emergent practices in one place, and provides a historical context for these methods. Author Bryan Alexander explains the modern expression of the ancient art of storytelling, weaving images, text, audio, video, and music together. Alexander draws upon the latest technologies, insights from the latest scholarship, and his own extensive experience to describe the narrative creation process with personal video, blogs, podcasts, digital imagery, multimedia games, social media, and augmented reality—all platforms that offer new pathways for creativity, interactivity, and self-expression.
Sustainable Management Of Luxury
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Author : Miguel Angel Gardetti
language : en
Publisher: Springer
Release Date : 2017-02-23
Sustainable Management Of Luxury written by Miguel Angel Gardetti and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-23 with Science categories.
As this book is the first book worldwide in the "sustainable" management of luxury area, it highlights key aspects in the sustainable management of luxury based on presentations using different approaches, whether reflexive, empirical, hands-on or applied theory and cases.
Digital Storytelling
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Author : Joe Lambert
language : en
Publisher: Routledge
Release Date : 2013
Digital Storytelling written by Joe Lambert and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Language Arts & Disciplines categories.
Listen deeply. Tell stories. This is the mantra of the Center for Digital Storytelling (CDS) in Berkeley California, which, since 1998 has worked with nearly 1,000 organizations around the world and trained more than 15,000 people in the art of digital storytelling. In this revised and updated edition of the CDS's popular guide to digital storytelling, co-founder Joe Lambert details the history and methods of digital storytelling practices. Using a "7 Steps" approach, Lambert helps storytellers identify the fundamentals of dynamic digital storytelling--from seeing the story, assembling it, and sharing it. As in the last edition, readers of the fourth edition will also find new explorations of the applications of digital storytelling and updated appendices that provide resources for budding digital storytellers, including information about past and present CDS-affiliated projects and place-based storytelling, a narrative-based approach to understanding experience and landscape. A companion website further brings the entire storytelling process to life. Over the years, the CDS's work has transformed the way that community activists, educators, health and human services agencies, business professionals, and artists think about story, media, culture, and the power of personal voice in creating change. For those who yearn to tell multimedia stories, Digital Storytelling is the place to begin.
Storytelling
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Author : Klaus Fog
language : en
Publisher: Springer Science & Business Media
Release Date : 2006-03-20
Storytelling written by Klaus Fog and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-20 with Business & Economics categories.
Must-read for managers on a powerful branding tool of the future. Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools. Recommended by managers of top international firms. Covers both the internal and external benefits of storytelling for a business company. Danish version sold more than 2000 copies.
Brand Management
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Author : Kirti Dutta
language : en
Publisher: OUP India
Release Date : 2012-01-26
Brand Management written by Kirti Dutta and has been published by OUP India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-26 with Business & Economics categories.
Brand Management: Principles and Practices is a comprehensive textbook that has been written in a simple and lucid language in the Indian context. The text and theory is suitably illustrated with numerous examples, exhibits, case studies, and is accompanied by a CD with presentations and television commercials.
The Luxury Strategy
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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2012-09-03
The Luxury Strategy written by Jean-Noël Kapferer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-03 with Business & Economics categories.
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Interactive Storytelling For Video Games
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Author : Josiah Lebowitz
language : en
Publisher: Taylor & Francis
Release Date : 2012-09-10
Interactive Storytelling For Video Games written by Josiah Lebowitz and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-10 with Computers categories.
What really makes a video game story interactive? What's the best way to create an interactive story? How much control should players be given? Do they really want that control in the first place? Do they even know what they want-or are their stated desires at odds with the unconscious preferences? All of these questions and more are examined in this definitive book on interactive storytelling for video games. You'll get detailed descriptions of all major types of interactive stories, case studies of popular games (including Bioshock, Fallout 3, Final Fantasy XIII, Heavy Rain, and Metal Gear Solid), and how players interact with them, and an in-depth analysis of the results of a national survey on player storytelling preferences in games. You'll get the expert advice you need to generate compelling and original game concepts and narratives.With Interactive Storytelling for Video Games, you'll:
Creating Powerful Brands
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Author : Leslie De Chernatony
language : en
Publisher: Routledge
Release Date : 2011
Creating Powerful Brands written by Leslie De Chernatony and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Luxury Brand Management
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2012-05-18
Luxury Brand Management written by Michel Chevalier and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-18 with Business & Economics categories.
The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.