Die Reaktivierung Von Inneren Markenbildern Am Point Of Sale
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Die Reaktivierung Von Inneren Markenbildern Am Point Of Sale
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Author : Jennifer Helfgen
language : de
Publisher: Springer-Verlag
Release Date : 2019-01-19
Die Reaktivierung Von Inneren Markenbildern Am Point Of Sale written by Jennifer Helfgen and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-19 with Business & Economics categories.
Jennifer Helfgen analysiert mit Hilfe von vier experimentellen Studien den zugrundeliegenden psychologischen Wirkmechanismus von Instore-Displays, die Schlüsselmotive aus TV-Kampagnen aufgreifen. Dabei wird zwischen weniger bekannten und bekannten Marken unterschieden. Die Arbeit liefert einen Beitrag zu den drei Forschungsbereichen Shopper Marketing, Integrierte Kommunikation und Imagery-Forschung und die Autorin zeigt auf, wie die Wirkung von Instore-Displays erhöht werden kann, ohne dass diese mit einer Preisreduktion und den damit verbundenen Risiken einhergehen müssen.
Multisensory In Stationary Retail
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Author : Gunnar Mau
language : en
Publisher: Springer Nature
Release Date : 2023-02-07
Multisensory In Stationary Retail written by Gunnar Mau and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-02-07 with Business & Economics categories.
This book describes how an optimal store design can contribute to the well-being of the customer and to differentiation from online retail. From an academic and practical perspective, with contributions from renowned academics and companies, it shows how a coherent store design can be created in harmony with the retail brand. The central challenge here is the conscious orchestration of the diverse sensory stimuli. How can the many sources of stimuli be controlled? Which shelf shape goes with which light, colour and sound? Dealing with the variety of stimuli in a store environment can quickly become complex and incongruence can have a decisive negative impact on the well-being of customers. A customer-centric store environment therefore focuses on the well-being of people. Renowned scientists and traders show the state of the science on these issues and give valuable suggestions for the trade. With best practice examples and valuable suggestions for practical implementation
Pharmaceutical Advertising As A Source Of Consumer Self Empowerment
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Author : Isabell Koinig
language : en
Publisher: Springer
Release Date : 2016-03-09
Pharmaceutical Advertising As A Source Of Consumer Self Empowerment written by Isabell Koinig and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-09 with Business & Economics categories.
Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their self-empowerment. Building on previous research, informative appeals were expected to not only be most appealing, but also to aid consumers in making qualified and reasonable decisions, educating and “empowering” them by strengthening their beliefs in their own capabilities. A field study on three continents revealed mixed promotional messages to be most effective with regard to both ad evaluation and consumer self-empowerment.
The Relationship Of Body Weight And Skepticism Towards Advertising
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Author : Sabrina Brauneis
language : en
Publisher: Springer
Release Date : 2016-08-03
The Relationship Of Body Weight And Skepticism Towards Advertising written by Sabrina Brauneis and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-03 with Business & Economics categories.
Based on the Self-Esteem Theory, Gender Theories, the Cognitive Dissonance Theory and the Social Comparison Theory Sabrina Brauneis investigates the relationship between body weight (conceptualized and measured here using the Body Mass Index (BMI)) and skepticism towards advertising. The first study’s findings support a general direct influence of body weight on skepticism towards advertising. The second study finds out that specific products influence the relation of body weight, self-esteem and skepticism towards advertising. The third study discovers seasons as a crucial factor on the relationship. The fourth study shows that overweight models cause higher levels of skepticism towards advertising among normal weight and overweight women.
Price Management
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Author : Hermann Simon
language : en
Publisher: Springer
Release Date : 2018-12-11
Price Management written by Hermann Simon and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-11 with Business & Economics categories.
In this book, the world’s foremost experts on pricing integrate theoretical rigor and practical application to present a comprehensive resource that covers all areas of the field. This volume brings together quantitative and qualitative approaches and highlights the most current innovations in theory and practice. Going beyond the traditional constraints of “price theory” and “price policy,” the authors coined the term “price management” to represent a holistic approach to pricing strategy and tactical implementation. They remind us that the Ancient Romans used one word, pretium, to mean both price and value. This is the fundamental philosophy that drives successful price management where producer and customer meet. Featuring dozens of examples and case studies drawn from their extensive research, consulting, and teaching around the world, Simon and Fassnacht cover all aspects of pricing following the price management process with its four phases: strategy, analysis, decision, and implementation. Thereby, the authors take into account the nuances across industry sectors, including consumer goods, industrial products, services, and trade/distribution. In particular, they address the implications of technological advancements, such as the Internet and new measurement and sensor technologies that have led to a wealth of price management innovations, such as flat rates, freemium, pay-per-use, or pay-what-you-want. They also address the emergence of new price metrics, Big Data applications, two-sided price systems, negative prices, and the sharing economy, as well as emerging payment systems such as bitcoin. The result is a “bible” for leaders who recognize that price is not only a means to drive profit in the short term, but a tool to generate sustained growth in shareholder value over the longer term, and a primer for researchers, instructors, and students alike. Praise for Price Management “This book is truly state of the art and the most comprehensive work in price management.” - Prof. Philip Kotler, Kellogg School of Management, Northwestern University “This very important book builds an outstanding bridge between science and practice.“ - Kasper Rorsted, CEO, Adidas “This book provides practical guidelines on value creation, communication and management, which is an imperative for businesses to survive in the coming era of uncertainty.” - Dr. Chang-Gyu Hwang, Chairman and CEO, KT Corporation (Korea Telecom)
Sales Enablement
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Author : Byron Matthews
language : en
Publisher: John Wiley & Sons
Release Date : 2018-05-01
Sales Enablement written by Byron Matthews 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 2018-05-01 with Business & Economics categories.
Put buyer experience and selling resources front-and-center to boost revenue Sales Enablement is the essential guide to boosting revenue through smarter selling. A thorough, practical introduction to sales enablement best practices, this book provides step-by-step approaches for implementation alongside expert advice. In clarifying the sales enablement space and defining its practices, this invaluable guidance covers training, content, and coaching using a holistic approach that ensures optimal implementation with measureable results. Case studies show how enablement is used effectively in real-world companies, and highlight the essential steps leaders must take to achieve their desired sales results. Smarter buyers require smarter selling, and organizations who have implemented enablement programs attain revenue goals at a rate more than eight percent higher than those that do not. This book provides a 101 guide to sales enablement for any sales professional wanting to enhance sales and boost revenue in an era of consumer choice. Understand sales enablement and what it can do for your company Implement enablement using techniques that ensure sustainable, measureable performance impact Adopt proven best practices through step-by-step advice from experts Examine case studies that illustrate successful implementation and the impact of sales enablement on revenue Consumers are smarter, more connected, and more educated than ever before. Traditional sales strategies are falling by the wayside, becoming increasingly less effective amidst the current economic landscape. Companies who thrive in this sort of climate know how to speak to the customer in their own terms, and sales enablement keeps the customer front-and-center by providing sales people with the resources buyers want. Sales Enablement provides a scalable, sales-boosting framework with proven results.
Consumer Brand Relationships
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Author : Susan Fournier
language : en
Publisher: Routledge
Release Date : 2012-03-29
Consumer Brand Relationships written by Susan Fournier and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-29 with Business & Economics categories.
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Effi Briest Illustriert
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Author : Theodor Fontane
language : de
Publisher: Independently Published
Release Date : 2021-10-09
Effi Briest Illustriert written by Theodor Fontane and has been published by Independently Published this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-09 with categories.
Nach einer behüteten Kindheit heiratet die 17jährige Effi, dem Willen ihrer Eltern entsprechend, den fast 20 Jahre älteren Baron von Innstetten, ein Jugendfreund ihrer Mutter, dem sie nach Kessin, einem kleinen Ort an der Ostsee folgt. In dem etwas unheimlich anmutenden Haus des Barons vereinsamt die junge, phantasievolle und lebhafte Effi, der es schwerfällt, in ihrer neuen Heimat Anschluß zu finden. Auch die Geburt ihrer Tochter kann sie nicht über ihre innere Vereinsamung hinwegtäuschen. Viel von ihrem Mann alleingelassen, geht Effi, der die Lüge eigentlich zuwider ist, fast gegen ihren Willen eine Liebesbeziehung zu dem neuen Bezirkskommandanten Crampas ein, der sie zuvor lange vergeblich umworben hatte. Diese eher leidenschaftslose Beziehung ist zu Effis Erleichterung beendet, als ihr Mann nach Berlin versetzt wird. Die Zeit in Berlin gestaltet sich harmonisch - bis Innstetten durch Zufall Briefe findet, die Crampas während der Kessiner Zeit an Effi geschrieben hatte.
The Transaction Cost Economics Project
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Author : Oliver E. Williamson
language : en
Publisher: Edward Elgar Publishing
Release Date : 2013
The Transaction Cost Economics Project written by Oliver E. Williamson and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Industrial organization (Economic theory). categories.
Transaction cost economics has and continues to be a fruitful area of research. There is still much to be done in the field with past research being used in conjunction with the vast number of contractual phenomena that have yet to be investigated in transaction cost economics terms. New challenges are posed by the need to move beyond the design of new contractual instruments (such as financial derivatives) to include an examination of the lurking hazards that attend contract implementation.
Media And Internet Management
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Author : Bernd W. Wirtz
language : en
Publisher: Gabler Verlag
Release Date : 2011-07-14
Media And Internet Management written by Bernd W. Wirtz and has been published by Gabler Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-14 with Business & Economics categories.
The media and communication sector has developed into a key economic sector in the modern information society. This book deals with media management of electronic and print-based media. Against the background of industry convergence the author presents the general trends, value chains, business models and competitive strategies through an integrated management approach. In addition, recent developments of internet media are discussed.