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Mega Macht Marke

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Mega Macht Marke

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Author : Tjark Freundt
language : de
Publisher: Redline Wirtschaft
Release Date : 2020-12-06

Mega Macht Marke written by Tjark Freundt and has been published by Redline Wirtschaft this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-06 with Business & Economics categories.

Orientierung durch Marken Nie war die Vielfalt der Produkte, Werbebotschaften und Vertriebskanäle so groß wie heute. Für Verbraucher bringt diese Vielfalt enorme Vorteile – riesige Auswahl, persönliche Ansprache, maximale Bequemlichkeit. Aber viele fühlen sich von der wachsenden Vielfalt auch überfordert. Deshalb sind Marken als feste Größen heute wichtiger denn je. Mega-Macht Marke liefert die Konzepte, die Marken-Macher brauchen, um Verbrauchern im multioptionalen Zeitalter Orientierung zu bieten und sie bei ihren Entscheidungen optimal zu unterstützen. Die Autoren bringen in dieser grundlegend überarbeiteten Neuauflage ihren vielfach bewährten Markenführungsansatz unter Berücksichtigung aktueller Studien auf den neuesten Stand. Außerdem lassen sie Praktiker und Pioniere aus vielen Branchen ausführlich zu Wort kommen, von Volvo Cars über Douglas und Beiersdorf bis zu About You. [email protected]

Mega Macht Marke Der Wert Der Marke Bei Otc Produkten

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Author : Sascha Radewald
language : de
Publisher: GRIN Verlag
Release Date : 2009

Mega Macht Marke Der Wert Der Marke Bei Otc Produkten written by Sascha Radewald and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Johannes Gutenberg-Universität Mainz, Sprache: Deutsch, Abstract: Der Over-the-Counter (OTC) Markt der Pharmabranche unterliegt gegenwärtig signifikanten strukturellen Veränderungen. Die Gesundheitsreform im Jahre 2004 hat mit Einschränkungen in der Erstattungsfähigkeit von OTC Produkten durch gesetzliche Krankenversicherungen und dem Fall der gesetzlichen Preisbindung für Apotheken einen großen Anteil an diesen neuen Marktstrukturen. Renommierte Studien belegen eine Konzentration der OTC Umsätze auf die Top Ten Marken der jeweiligen OTC Segmente. Diese Studie erklärt welchen Einfluss die Marke, neben weiteren Produkteigenschaften eines OTC-Grippepräparats, auf die Nutzenstiftung und Auswahlentscheidung des Patienten bezüglich eines Produktes hat. Die empirische Untersuchung mittels der Choice-Based Conjoint-Analyse zeigt, dass der Preis als Produkteigenschaft die höchste relative Wichtigkeit besitzt. Die Marke als Merkmal eines Produktes stellt nicht das entscheidende Kriterium bei der Wahl eines Grippemedikaments dar, hat jedoch ebenfalls einen signifikanten Einfluss auf die Auswahlentscheidung. Überraschenderweise zeigt die Untersuchung, dass dem Vertriebskanal die zweithöchste Wichtigkeit seitens des Patienten zugeordnet wird, knapp vor der Marke. Die Empfehlung eines Grippemedikaments durch den Arzt, Apotheker oder eines Bekannten, nimmt für die Probanden Rang vier der relativen Wichtigkeiten ein. Abgeschlagen mit minimaler Nutzenstiftung und nahezu bedeutungslos für die Auswahl eines Medikamentes ist die Darreichungsform auf dem letzten Rang. Somit zeigt sich, dass Anbieter von OTC Präparaten preispolitisch einen relativ geringen Handlungsspielraum besitzen und gewisse Preisobergrenzen nicht überschreiten dürfen. Jedoch sind Patienten bereit, unter der Voraussetzung einer als stark empfundenen Marke, Premium Preise zu bezahlen. Eine starke Marke setzt alle

Mega Macht Marke

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Author : Hajo Riesenbeck
language : de
Publisher:
Release Date : 2004

Mega Macht Marke written by Hajo Riesenbeck and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.

Mega Macht Marke

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Author : Jesko Perrey
language : de
Publisher:
Release Date : 2011

Mega Macht Marke written by Jesko Perrey and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.

Mega Macht Marke

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Author : Tjark Freundt
language : de
Publisher: Redline Wirtschaft
Release Date : 2020-12-06

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.

Marketing Planning By Design

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Author : Ralf Strauss
language : en
Publisher: John Wiley & Sons
Release Date : 2010-04-01

Marketing Planning By Design written by Ralf Strauss 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 2010-04-01 with Business & Economics categories.

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company. The reason for this lies in the lack of a plan for marketing planning. This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own ‘plans for a marketing planning’. With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as: How to overcome existing hurdles of marketing planning and marketing strategy. How to set up a project for managing the marketing planning cycle. How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level. How to make marketing accountable in terms of performance measurement. How to implement an enhanced marketing planning in the organisation. How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT. This highly practical book is destined to be a must-have reference work on any marketer’s desk.

Retail Marketing And Branding

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Author : Jesko Perrey
language : en
Publisher: John Wiley & Sons
Release Date : 2011-03-08

Retail Marketing And Branding written by Jesko Perrey 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 2011-03-08 with Business & Economics categories.

Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should — but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape: How do I combine traditional and new marketing vehicles? How can I stay on top of what my customers want? How can I reach them efficiently? Do they still look at leaflets, or should I shift local marketing funds to social media? How can I leverage unique retail touch points, such as the POS, for value creation? Successful retail management might once have been about ‘just doing it’, but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives. This book consolidates the know-how of more than 30 practitioners in the field, created and refined over many years together with leading international companies. It covers some of the latest and most sophisticated approaches to the subject, yet it is anything but a theoretical treatise. The authors' hands-on approach and the wealth of case examples make it an essential guide for all consumer-minded retailers. (from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey & Company, Inc., Leader Consumer Industries & Retail Group, Europe)

Planning Guide For Conference And Communication Environments

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Author : Guido Englich
language : en
Publisher: Walter de Gruyter
Release Date : 2013-03-04

Planning Guide For Conference And Communication Environments written by Guido Englich and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-04 with Architecture categories.

Englich and Remmers provide a comprehensive, analytical, and programmatic introduction to face-to-face communication in the work world. Against the backdrop of globalization, with its dynamic transformations of office environments and worldwide digital networks, they analyze the strategic significance of the various communication processes for organizational and corporate development. They show how the motives and aims of communication, the organizational forms and procedures appropriate in a given case, the size and arrangement of spaces, the required capabilities of furniture and furnishings, and modern communications and media technology all condition and influence one another. Their integrated and user-oriented approach to analysis and planning enables architects, interior designers, and facility managers to foster communication processes, structure them sensibly, and avoid unnecessary friction and needless follow-up costs, all through proper planning.

Power Brands

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Author : Hajo Riesenbeck
language : en
Publisher: John Wiley & Sons
Release Date : 2009-01-09

Power Brands written by Hajo Riesenbeck 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 2009-01-09 with Business & Economics categories.

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.

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