Radikale Markenfokussierung
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Radikale Markenfokussierung
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Author : Michael Brandtner
language : de
Publisher: Linde Verlag GmbH
Release Date : 2021-07-27
Radikale Markenfokussierung written by Michael Brandtner and has been published by Linde Verlag GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-27 with Business & Economics categories.
Eine radikale Anleitung zum Marken- und Markterfolg Marken scheitern nicht auf dem Managementpapier und auch nicht in den umfangreichen Powerpoint-Präsentationen der Berater oder Agenturen, sondern in der Wahrnehmung der Kunden – wo sie schlicht nicht präsent sind. Entscheidend ist daher der Markenfokus, das eine Wort, für das die Marke steht und mit dem sie sich aus Kundensicht von ihren Mitbewerbern abhebt. Positionierungsexperte Michael Brandtner liefert in diesem Buch eine radikale Anleitung zum Markenerfolg im digitalen Hyperwettbewerb. Direkt, oft auch kontroversiell, aber immer auf dem Punkt, zeigt er anhand vieler Praxisbeispiele auf, was die Sieger von den Verlierern unterscheidet und wie Unternehmen ihre Marken so fokussieren, dass sie einen fixen Platz in den Köpfen ihrer Zielgruppen einnehmen.
Marken Erfolgreich Managen
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Author : Karsten Kilian
language : de
Publisher: Kohlhammer Verlag
Release Date : 2024-03-26
Marken Erfolgreich Managen written by Karsten Kilian and has been published by Kohlhammer Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-26 with Business & Economics categories.
Mit BEST IDEAS gibt es erstmals einen holistischen Ansatz für das Markenmanagement. Anhand von neun Erfolgsbausteinen als Teil des Würzburger Markenmanagement-Ansatzes erklärt das Praxisbuch anschaulich den Aufbau, das strategische Management und den Ausbau von Marken für qualitatives Wachstum. Einleitend wird deutlich gemacht, warum Marken wichtig sind und wie die Relevanz von Marken intern verdeutlicht werden kann. Im Hauptteil wird zunächst der Würzburger Marken-Management-Ansatz erläutert, der der Markenarbeit Struktur verleiht. Anschließend wird der BEST-Ansatz erläutert. Ausgehend von der Markenbotschaft werden zentrale Design- und Gestaltungselemente erläutert, vier Arten von Markensignalen beschrieben und anschließend praxistaugliche Ansatzpunkte zur Markentaxierung erläutert. Hierauf aufbauend werden IDEAS präsentiert. Konkret handelt es sich dabei um fünf strategische Ansatzpunkte für qualitatives Markenwachstum: Internationalisierung, Dehnung, Ergänzung, Auffrischung und Straffung. Die Einleitung und der Schluss machen deutlich, warum Marken wichtig sind bzw. wie Marken optimal gemanagt werden können mit einem Ziel: Mehr Markenerfolg!
Tops Und Flops Mythen Und Hypes Im Automobilen Marketing
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Author : Armin Schirmer
language : de
Publisher: Springer-Verlag
Release Date : 2024-06-09
Tops Und Flops Mythen Und Hypes Im Automobilen Marketing written by Armin Schirmer and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-06-09 with Technology & Engineering categories.
Das Buch analysiert und pointiert Tops und Flops im Marketing der Automobilindustrie sowie aktuelle Mythen und Hypes von der Klimawende über die Verkehrswende bis zu Carsharing und dem ‚Purpose‘ von Automobilunternehmen. Dies erfolgt zum einen auf wissenschaftlicher Basis mit aktuellen Daten und Fakten, zum anderen ist das Buch meinungsstark und nennt bekannte Beispiele beim Namen. Zahlreiche Fotos, Abbildungen und Tabellen machen das Ganze anschaulich.
International Marketing Compact
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Author : F. Zeynep Bilgin
language : en
Publisher:
Release Date : 2014
International Marketing Compact written by F. Zeynep Bilgin and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
Focus
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Author : Al Ries
language : en
Publisher: Harper Collins
Release Date : 2005-09-27
Focus written by Al Ries and has been published by Harper Collins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-09-27 with Business & Economics categories.
What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.
The Handbook Of Design Management
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Author : Rachel Cooper
language : en
Publisher: A&C Black
Release Date : 2013-12-18
The Handbook Of Design Management written by Rachel Cooper and has been published by A&C Black this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-18 with Technology & Engineering categories.
The management of design has emerged as central to the operational and strategic options of any successful organization. The Handbook of Design Management presents a state-of-the-art overview of the subject - its methodologies, current debates, history and future. The Handbook covers the breadth of principles, methods and practices that shape design management across the different design disciplines. These theories and practices extend from the operational to the strategic, from the product to the organization. Bringing together leading international scholars, the Handbook provides a guide to the latest research in the field. It also documents the shifts that have been taking place both in management and in design which have highlighted the value of design thinking and design education to organizations. Presenting the first systematic overview of the subject - and offering a wide range of examples, insights and analysis - the Handbook is an invaluable resource for researchers and students in design and management, as well as for design practitioners and professional managers.
Brand Driven Innovation
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Author : Erik Roscam Abbing
language : en
Publisher: Bloomsbury Publishing
Release Date : 2010-10-25
Brand Driven Innovation written by Erik Roscam Abbing and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-25 with Business & Economics categories.
Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge. The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.
Building Ibm
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Author : Emerson W. Pugh
language : en
Publisher: MIT Press
Release Date : 1995
Building Ibm written by Emerson W. Pugh and has been published by MIT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
No company of the twentieth century achieved greater success and engendered more admiration, respect, envy, fear, and hatred than IBM. Building IBM tells the story of that company, how it was formed, how it grew, and how it shaped and dominated the information processing industry. Emerson Pugh presents substantial new material about the company in the period before 1945 as well as a new interpretation of the postwar era. Granted unrestricted access to IBM's archival records and with no constraints on the way he chose to treat the information they contained, Pugh dispels many widely held myths about IBM and its leaders and provides new insights on the origins and development of the computer industry. Pugh begins the story with Herman Hollerith's invention of punched-card machines used for tabulating the U.S. Census of 1890, showing how Hollerith's inventions and the business he established provided the primary basis for IBM. He tells why Hollerith merged his company in 1911 with two other companies to create the Computing-Tabulating-Recording Company, which changed its name in 1924 to International Business Machines. Thomas J. Watson, who was hired in 1914 to manage the merged companies, exhibited remarkable technological insight and leadership, in addition to his widely heralded salesmanship, to build Hollerith's business into a virtual monopoly of the rapidly growing punched-card equipment business. The fascinating inside story of the transfer of authority from the senior Watson to his older son, Thomas J. Watson Jr., and the company's rapid domination of the computer industry occupy the latter half of the book. In two final chapters, Pugh examines conditions and events of the 1970s and 1980s and identifies the underlying causes of the severe probems IBM experienced in the 1990s. - Publisher.
Design Basics
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Author : Gerhard Heufler
language : en
Publisher: Verlag Niggli AG
Release Date : 2019-08-22
Design Basics written by Gerhard Heufler and has been published by Verlag Niggli AG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08-22 with categories.
How does design function? What is the difference between design and styling? Is the principle "form follows function" still valid? And what constitutes the design process in practice?There are so many questions on the highly topical subject of design. The authors provide answers to many of them by covering a wide range of topics, from the historical roots to the outlook on the near future, from a comprehensive look at product functions to the analysis of the complex design process, from theoretical foundations to descriptive case studies. The central theme is product design, taking the conflicting interests of consumers, manufacturers and designers into consideration. All factors of planning and designing of industrial products are considered and clearly presented. The book is aimed at enquiring users as well as committed entrepreneurs, interested technicians and aspiring designers from a great variety of fields.