Strategie Und Technik Des Automobilmarketing
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Strategie Und Technik Des Automobilmarketing
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Author : Franz-Rudolf Esch
language : de
Publisher: Springer-Verlag
Release Date : 2013-06-20
Strategie Und Technik Des Automobilmarketing written by Franz-Rudolf Esch and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-20 with Business & Economics categories.
Das Automotive Institute for Management (AIM) zeigt, wie man aus Sicht der Automobilunternehmen auf Basis der Markenidentität und mit Blick auf die Bedürfnisse und Wünsche der Kunden bestmöglich verschiedene Automodelle vermarkten kann. Die Besonderheit gegenüber bisherigen Büchern zum Automobilmarketing liegt darin, dass alle relevanten Marketing-Themen aus zweifacher Perspektive beleuchtet werden. Der Herausgeber verbindet dabei theoretisch fundierte Beiträge renommierter Wissenschaftler mit einer Vielzahl von Interviews anerkannter Entscheidungsträger aus der Automobilindustrie.
Innovationsmanagement In Der Hotellerie
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Author : Markus Schreyer
language : de
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2017-01-01
Innovationsmanagement In Der Hotellerie written by Markus Schreyer and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-01 with Business & Economics categories.
Der deutsche Hotelmarkt zählt zu den größten und attraktivsten Märkten Europas, allerdings wurden in den letzten Jahrzehnten kaum Umsatzerhöhungen erzielt. Bisher hat sich die Hotellerie kaum mit Neuerungen als Wachstumstreiber auseinandergesetzt. Wie kann zukünftiges Wachstum entstehen? Die Studie legt dar, inwiefern das Innovationspotenzial der Hotellerie im Geschäftsfeld Vertrieb und Marketing Wachstumsauslöser der Branche werden kann.
Strategie Und Technik Der Werbung
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Author : Werner Kroeber-Riel
language : de
Publisher: Kohlhammer Verlag
Release Date : 2015-05-27
Strategie Und Technik Der Werbung written by Werner Kroeber-Riel and has been published by Kohlhammer Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-27 with Business & Economics categories.
Advertising is full of replaceable, boring and weak ads, which neither shape nor increase brand profiles. There is a gap of professionalism between the development and the placement of advertisement. Gut instinct has to be replaced by founded knowledge. Advertisement has to adapt to market and communication conditions. This is viable for classical advertising as well as internet and new media ads. Strategies and techniques of advertising are explained academically sound, comprehensible and up to date.
Achieving Brand Loyalty In China Through After Sales Services
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Author : Alexander Fraß
language : en
Publisher: Springer
Release Date : 2016-06-08
Achieving Brand Loyalty In China Through After Sales Services written by Alexander Fraß and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-08 with Business & Economics categories.
This paper provides a guideline for how the entire process chain of automotive after-sales services could be researched in China. In addition, Schwartz's individual level value theory is introduced as a beneficial operationalisation approach to cultural marketing. So, values are modelled as exogenous variables in order to show which ones are really causal. A total of 301 Chinese workshop customers were surveyed to assess the critical success factors of after-sales services via partial least squares structural equation modelling. After-sales services have become very important in the automobile industry. However, this area has not been sufficiently researched, particularly with regard to China, the most important car market globally.
Analyse Des Kapitels Die Mitarbeiter Und Den Handel Zu Markenbotschaftern Machen Von Franz Rudolf Esch
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Author : Clara Weyhenmeyer
language : de
Publisher: GRIN Verlag
Release Date : 2014-10-15
Analyse Des Kapitels Die Mitarbeiter Und Den Handel Zu Markenbotschaftern Machen Von Franz Rudolf Esch written by Clara Weyhenmeyer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-15 with Business & Economics categories.
Wissenschaftlicher Aufsatz aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Kassel, Sprache: Deutsch, Abstract: Diese Arbeit ist ein Exzerpt des Kapitels „Die Mitarbeiter und den Handel zu Markenbotschaftern machen“ aus dem Buch "Strategie und Technik des Automobilmarketing" herausgegeben von Franz-Rudolf Esch. Die wachsende wirtschaftliche Bedeutung der Marke ist hinreichend bekannt, trotzdem liegt der Fokus der Markenführung in den meisten Unternehmen – so auch in der Automobilbranche – ausschließlich in den Kommunikations- und Marketingabteilungen. Für die erfolgreiche Umsetzung und Führung einer Marke ist jedoch nicht nur der Brandmanager, sondern jeder einzelne Mitarbeiter eines Unternehmens verantwortlich. Die Relevanz dieses Paradigmenwechsels ist den meisten Marketingmanagern bekannt. So geben 90 Prozent von ihnen an, dass sie Brand Behavior (markenspezifisches Mitarbeiterverhalten) als wichtig erachten.
Systems Theory And Agile Brand Management
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Author : Jan Lies
language : en
Publisher: Taylor & Francis
Release Date : 2024-06-21
Systems Theory And Agile Brand Management written by Jan Lies and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-06-21 with Business & Economics categories.
Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions but also markets and social institutions, such as fashion trends, city life, or even social movements. This book explores the implications of Niklas Luhmann’s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers. Since the rise of social media, “perfect” brands have become the mirror of community values as the communities themselves develop brand content. Brands themselves become “living systems” and evolve like systems do. The author introduces systems theory to provide a conceptual framework that integrates the different views of branding: inside-out and outside-in thinking. This Luhmannian theory of branding is discussed against the current background of (Western) societies, which are undergoing a broad shift from hard to soft selling in marketing, influenced by social media. The book is not about whether closed systems analysis and discussion can or should replace traditional management; moreover, it emphasizes the fruitful insights and demonstrates that the power of management is limited and should be extended by looking at the means of closed systems. This book will be of primary value to scholars with an interest in systems theory and thinking, brand theory, and management. The interdisciplinary approach also makes the book a valuable resource for those researching change management, agile management, and sociology.
Automobil Marketing
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Author : Willi Diez
language : de
Publisher: Vahlen
Release Date : 2015-08-25
Automobil Marketing written by Willi Diez and has been published by Vahlen this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-25 with Business & Economics categories.
Das Buch behandelt neben den Grundlagen des Automobilmarketings zahlreiche Praxisfragen und stellt diese anhand von Best Practice Beispielen dar. - Erschließung und Ausschöpfung von Marktpotenzialen durch neue Modelle - Erfolgreiche Marken- und Produktpositionierung - Professionelle Steuerung von Modellzyklen - Crossmediales Kampagnen-Management bei der Einführung neuer Modelle - Kreatives Kundenbeziehungsmanagement - Aufbau und Steuerung von Vertriebsnetzen - Neue Ansätze im Handelsmarketing und am Point of Sale - Internetbasierte Vertriebs- und Marketingkonzepte Die 6. Auflage des Standardwerks zeigt die Herausforderungen und Chancen für ein erfolgreiches Marketing-Management und gibt Branchenpraktikern konkrete Empfehlungen für neue Wege in der Produkt-, Marken- und Vertriebspolitik. Dr. Tonio Kröger, Geschäftsführer der Agentur Antoni, gibt einen Ausblick auf das Automobil-Marketing im digitalen Zeitalter.
Driving Customer Appeal Through The Use Of Emotional Branding
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Author : Garg, Ruchi
language : en
Publisher: IGI Global
Release Date : 2017-09-13
Driving Customer Appeal Through The Use Of Emotional Branding written by Garg, Ruchi and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-13 with Business & Economics categories.
The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
Brand Culture And Identity Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2018-10-05
Brand Culture And Identity Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-05 with Business & Economics categories.
The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Automobilmarketing
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Author : Willi Diez
language : de
Publisher:
Release Date : 2001
Automobilmarketing written by Willi Diez 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.