Leidet Die Offline Identit T Einer Marke Unter Der Online Pr Senz
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Leidet Die Offline Identit T Einer Marke Unter Der Online Pr Senz
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Author : Petra Köstinger
language : de
Publisher: diplom.de
Release Date : 2008-08-11
Leidet Die Offline Identit T Einer Marke Unter Der Online Pr Senz written by Petra Köstinger and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-11 with Business & Economics categories.
Inhaltsangabe:Problemstellung: Ehemals als hoffnungsvoller Kommunikationskanal angepriesen, hat sich das Internet dank einer rasanten Entwicklung innerhalb weniger Jahre längst als zentrale Infrastruktur diverser Informations- und Unterhaltsmedien etabliert. Infolge dieser Popularitätszunahme darf der Einfluss computervermittelter Kommunikation keineswegs als Erfolgsfaktor unternehmerischer Absatzpolitik unterschätzt werden – denn zweifelsohne gewinnt das Internet (nach wie vor) an Bedeutung für das globale Wirtschaftsleben, so auch als strategisches Element zur Markenführung. Der Bereich des ‚Internet-Branding’ stellt die konzerneigene Markenpolitik gegenwärtig jedoch vor neue Herausforderungen: Online-Markenführung kann nämlich keineswegs schlicht als Erweiterung des Marketing-Instrumentariums durch das Internet angesehen werden. Vielmehr müssen die klassischen Lehren der Offline-Kommunikation mit den neuen technologischen Möglichkeiten verbunden und somit bestimmte Grundregeln der Online-Markenführung erfüllt werden. Aufbauend auf dieser Problemstellung soll im Rahmen dieser Arbeit nun eine ausführliche Literaturstudie zum Themenbereich ‚Markenführung im Kontext des Digital Age’ konzipiert und im Rahmen dessen die wesentlichsten problemspezifischen Publikationen dokumentiert und resümiert werden, die sich den vielfältigen Facetten dieser Thematik aus einer übergreifend-kommunikationswissenschaftlichen Perspektive nähert: Neben den Grundlagen der (Online-)Markenführung (‚Was versteht man unter einer Marke?’, ‚Was für Arten von Marken gibt es?’, ‚Welche Funktionen haben Marken?’ sowie ‚Was sind die Besonderheiten des Internets als Branding-Plattform?’) soll folglich außerdem ermittelt werden, welche gravierenden Unterschiede in der Markenführung zwischen reinen ‚Online-Marken’ und bereits etablierten, ‚wertbehafteten’ ‚Offline-Marken’ bestehen. Auch soll hinterfragt werden, welche Marken-Strategien Unternehmen für den Eintritt in die Online-Welt denn überhaupt zur Verfügung stehen und was für eine erfolgreiche Realisierung im Anschluss beachtet werden muss. Das Hauptaugenmerk dieser Untersuchung soll anhand eines konkreten Teilgebietes des Online-Brandings festgemacht werden: Den veränderten Bedingungen der Markenführung durch das noch relativ junge Phänomen Word Wide Web, vor allem für bereits etablierte Offline-Marken. Es gilt also zu verstehen, inwieweit die konventionellen Regeln der klassischen Markenführung für Marken aus der realen [...]
User Generated Branding
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Author : Ulrike Arnhold
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-22
User Generated Branding written by Ulrike Arnhold 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 2010-11-22 with Business & Economics categories.
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
User Generated Branding
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Author : Christoph Burmann
language : en
Publisher: LIT Verlag Münster
Release Date : 2008
User Generated Branding written by Christoph Burmann and has been published by LIT Verlag Münster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Branding (Marketing) categories.
In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.
Identity Based Brand Management
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Author : Christoph Burmann
language : en
Publisher: Springer Nature
Release Date : 2023-03-13
Identity Based Brand Management written by Christoph Burmann and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-13 with Business & Economics categories.
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Consumer Rapport To Luxury
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Author : Gilles Laurent
language : en
Publisher:
Release Date : 2001
Consumer Rapport To Luxury written by Gilles Laurent and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with categories.
Weaving The Web
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Author : Tim Berners-Lee
language : en
Publisher: Turtleback Books
Release Date : 2004-04
Weaving The Web written by Tim Berners-Lee and has been published by Turtleback Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-04 with World Wide Web categories.
Tim Berners-Lee tells the story of how he came to create the World Wide Web, looks at the future development of the medium, and offers his opinions on censorship, privacy, and other issues.
Killing And Letting Die
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Author : Bonnie Steinbock
language : en
Publisher: Fordham Univ Press
Release Date : 1994
Killing And Letting Die written by Bonnie Steinbock and has been published by Fordham Univ Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Family & Relationships categories.
This collection contains twenty-one thought-provoking essays on the controversies surrounding the moral and legal distinctions between euthanasia and "letting die." Since public awareness of this issue has increased this second edition includes nine entirely new essays which bring the treatment of the subject up-to-date. The urgency of this issue can be gauged in recent developments such as the legalization of physician-assisted suicide in the Netherlands, "how-to" manuals topping the bestseller charts in the United States, and the many headlines devoted to Dr. Jack Kevorkian, who has assisted dozens of patients to die. The essays address the range of questions involved in this issue pertaining especially to the fields of medical ethics, public policymaking, and social philosophy. The discussions consider the decisions facing medical and public policymakers, how those decisions will affect the elderly and terminally ill, and the medical and legal ramifications for patients in a permanently vegetative state, as well as issues of parent/infant rights. The book is divided into two sections. The first, "Euthanasia and the Termination of Life-Prolonging Treatment" includes an examination of the 1976 Karen Quinlan Supreme Court decision and selections from the 1990 Supreme Court decision in the case of Nancy Cruzan. Featured are articles by law professor George Fletcher and philosophers Michael Tooley, James Rachels, and Bonnie Steinbock, with new articles by Rachels, and Thomas Sullivan. The second section, "Philosophical Considerations," probes more deeply into the theoretical issues raised by the killing/letting die controversy, illustrating exceptionally well the dispute between two rival theories of ethics, consequentialism and deontology. It also includes a corpus of the standard thought on the debate by Jonathan Bennet, Daniel Dinello, Jeffrie Murphy, John Harris, Philipa Foot, Richard Trammell, and N. Ann Davis, and adds articles new to this edition by Bennett, Foot, Warren Quinn, Jeff McMahan, and Judith Lichtenberg.
Artificial Intelligence In Marketing
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Author : IntroBooks Team
language : en
Publisher: IntroBooks
Release Date :
Artificial Intelligence In Marketing written by IntroBooks Team and has been published by IntroBooks this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
Artificial intelligence in marketing, which is commonly known as AI Marketing, is a process of striking a chord of linkage between customer statistics and artificial intelligence hypotheses. It is basically an automated learning curve for a business house on the marketing front such that it can predict a customer’s ongoing move and the next phase of action. By doing so, a business entity can easily amplify its outlook in the interests of the customer, which, in turn, displays the quality of relevant products or services in an intelligent manner to reach a larger audience. Due to the emergence of artificial intelligence marketing solutions, an effective recourse is seen apparent in terms of bonding between scientific data points, which are amassed industriously for subsequent implementation. In other words, the erstwhile process of manual hard work of assembling and analyzing a colossal quantum of data has surely become a thing of the past.
Mp3
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Author : Jonathan Sterne
language : en
Publisher: Duke University Press
Release Date : 2012-07-17
Mp3 written by Jonathan Sterne and has been published by Duke University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-07-17 with Computers categories.
Jonathan Sterne shows that understanding the historical meaning of the MP3, the world's most common format for recorded audio, involves rethinking the place of digital technologies in the broader universe of twentieth-century communication history.
The Employer Brand
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Author : Simon Barrow
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-19
The Employer Brand written by Simon Barrow 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 2011-01-19 with Business & Economics categories.
Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Prêt a Manger.
