Strategische Markenf Hrung F R Dienstleistungen
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Markenf Hrung Der Zukunft Experience Branding 5 Sense Branding Responsible Branding Brand Communitys Storytising Und E Branding
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Author : Sindia Boldt
language : de
Publisher: Diplomica Verlag
Release Date : 2010-07
Markenf Hrung Der Zukunft Experience Branding 5 Sense Branding Responsible Branding Brand Communitys Storytising Und E Branding written by Sindia Boldt and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07 with Business & Economics categories.
Die Bedeutung der Marke besch„ftigt die Wirtschaft und Gesellschaft seit Jahrhunderten. Vor allem die Industrialisierung fhrte zur Entwicklung von Produkt-, Kommunikations- und Vertriebspolitik und letztendlich auch zum Ph„nomen des Markenartikels. Heute gibt es deutschlandweit ber 50.000 beworbene Marken und die Begriffserweiterung der Marke auf Personen, Dienstleistungen und Orte zeigt die Relevanz des Markenkonstruktes auf. Darin begrndet sich wohl auch ihre enorme emotionale Schubkraft, die Markenfhrer immer mehr fr den Ausbau der Marke nutzen. Doch wie werden Marken der Zukunft aussehen, die Konsumenten beigeistern? Welche Wege mssen Markenstrategen einschlagen um die Marke im Umfeld der Zielgruppe zu integrieren? Und wie k”nnen Marken sich authentisch evolutionieren um leistungsf„hige Produkte anbieten zu k”nnen, die " ... verfhren, funkeln und mit Feenstaub berzogen sind"? Im Anschluss an die Einleitung wird die Theorie der Markenfhrung behandelt, in der Begriffe der Marke sowie verwandte Termini definiert und voneinander abgegrenzt werden. Die eingehende Behandlung ist fr das Verst„ndnis und die Kompetenz zur Fhrung einer Marke unabdinglich. Im weiteren Verlauf werden dann die wirtschaftlichen, soziokulturellen und gesellschaftlichen Entwicklungen der n„chsten 20 Jahre anhand der Darstellung aktueller Zukunftsforschung aufgezeigt. Dabei sttzt sich dieses Buch auf die Prognosen und Perspektiven von Zukunftsforscher Horst W. Opaschowski, die 16 Trends der Zukunft von Faith Popcorn, sowie die Megatrends der Zukunft nach Trendforscher Matthias Horx. Es kommt zur Verbindung der beiden Themenbereiche zur Bedeutung fr die Markenfhrung der Zukunft. Die Autorin behandelt im Folgenden ver„nderte Werte, neue Zielgruppen sowie Schlsselstrategien fr die M„rkte der Zukunft und gibt somit Aufschluss ber das ver„nderte Markenumfeld. Anschlieáend zeigt sie wie auf das ver„nderte Markenumfeld reagiert werden kann. Die Darstellung innovativer Konzepte der Markenfhrung (Experience Branding, 5-Sense-Branding, Responsible Branding, Brand Communitys, Storytising und E-Branding) sollen m”gliche Neuorientierungen fr die Markenfhrung aufzeigen. Abschlieáend werden die Kernthesen verkrzt dargestellt und Handlungsempfehlungen angeboten.
Strategische Markenf Hrung F R Dienstleistungen
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Author : Claudia Bünte
language : de
Publisher:
Release Date : 2000
Strategische Markenf Hrung F R Dienstleistungen written by Claudia Bünte and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with categories.
Inhaltsangabe: Einleitung: DaimlerCrysler, HypoVereinsbank, yahoo... Großfusionen, neue Marken, das Internet, alles um uns herum ändert sich rasend schnell. Deshalb reicht es schon lange nicht mehr aus, Produkte einfach in die Regale zu stellen und zu hoffen, dass sie sich verkaufen. Neue Vermarktungs-Rezepte müssen her. Begriffe wie „Identitätsorientierte Unternehmensführung" (CI) und neuerdings auch „Identitätsorientierte Markenführung" erobern deshalb unseren Sprachgebrauch und rücken in den Fokus der Chefetagen als Mittel im Kampf ums wirtschaftliche Überleben. Bislang geht die Wirtschaftsliteratur dabei noch davon aus, dass ein Unternehmen zwei Identitätsführungen benötigt: eine Unternehmensführung und eine Markenführung. Die vorliegende Arbeit zeigt zum ersten Mal systematisch auf, dass beide Ansätze Parallelen aufweisen und deshalb beide Identitäten in einer einzigen Identitätsführung (und mit einem einzigen Etat!) gemeinsam geführt werden können: im Sinne des Unternehmens und seiner Marken. Dabei wurde auch auf die Erfahrungen namhafter Markenführer wie Siemens und Beiersdorf zurückgegriffen. Der Leser erhält mit dieser Arbeit einen verständlich geschriebenen Überblick über: - alle wesentlichen Markenführungsansätze. - das Modell der Identitätsorientierten Markenführung. - das Modell der Identitätsorientierten Unternehmensführung (CI) inklusive der Beschreibung aller Elemente und Instrumente (Unternehmenskultur, Leitbild, Corporate Design, Corporate Behaviour, Corporate Communications). - die Gemeinsamkeiten von Markenführung und Unternehmensführung. - die Besonderheiten von Dienstleistungsmarken und deren Führung. - und erhält auf seine Situation zugeschnittene Empfehlungen zur Marken- und Unternehmensidentitätsführung. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung 1.1Relevanz des Themas6 1.2Zielsetzung8 1.3Vorgehen10 2.Marke und Markenführung 2.1Allgemeines12 2.2Definition Strategische Markenführung14 2.3Überblick über verschiede
Customer Equity Management
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Author : Roland T. Rust
language : en
Publisher: Prentice Hall
Release Date : 2005
Customer Equity Management written by Roland T. Rust and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Customer equity categories.
This book includes a practical framework with applied cases, and award-winning research.
The Moralization Of The Markets
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Author : Nico Stehr
language : en
Publisher: Transaction Publishers
Release Date : 2011-12-31
The Moralization Of The Markets written by Nico Stehr and has been published by Transaction Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-31 with Political Science categories.
Nothing affects the modern economy (and society) more than decisions made in the market place, especially, but not only, decisions made by consumers. Although it is not startling to suggest that decisions made in production are affected by choices consumers make, consumers have long been viewed, not only by academic economists, as individual, isolated rational actors that make or refrain from purchases purely on the basis of narrow financial considerations. Markets are not and never were morally neutral. Market relations have always had an often taken-for-granted moral underpinning. The moralization of the markets refers to the dissolution and replacement of the conventional moral underpinnings of market conduct, for example, in the music market, financial markets, and corporate governance. It further implies not only the heightened importance of new ethical precepts, but the significant change in the role of moral ideals in market behavior. These profound transformations of economic conduct are accompanied and co-determined by societal conflicts. The moralization of markets represents thus a new stage in the social evolution of markets. The book is divided into four parts, in which the twelve chapters, written by contributors from different social science disciplines, deal with the context of the moralization of the markets; the major social institutions; and present case studies that examine European and American attitudes and behavior towards tobacco and GMO; expansion of the private and ethics in business; and how workers respond to the new corporate norms. This volume will be of interest to sociologists, economists, social scientists, and the general consumer alike.
The New Digital Storytelling
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Author : Bryan Alexander
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2011-04-07
The New Digital Storytelling written by Bryan Alexander and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-07 with Language Arts & Disciplines categories.
This book surveys the many ways of telling stories with digital technology, including blogging, gaming, social media, podcasts, and Web video. Digital storytelling uses new media tools and platforms to tell stories. The second wave of digital storytelling started in the 1990s with the rise of popular video production, then progressed in the new century to encompass newer, social media technologies. The New Digital Storytelling: Creating Narratives with New Media is the first book that gathers these new, old, and emergent practices in one place, and provides a historical context for these methods. Author Bryan Alexander explains the modern expression of the ancient art of storytelling, weaving images, text, audio, video, and music together. Alexander draws upon the latest technologies, insights from the latest scholarship, and his own extensive experience to describe the narrative creation process with personal video, blogs, podcasts, digital imagery, multimedia games, social media, and augmented reality—all platforms that offer new pathways for creativity, interactivity, and self-expression.
Brand Management
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Author : Kirti Dutta
language : en
Publisher: OUP India
Release Date : 2012-01-26
Brand Management written by Kirti Dutta and has been published by OUP India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-26 with Business & Economics categories.
Brand Management: Principles and Practices is a comprehensive textbook that has been written in a simple and lucid language in the Indian context. The text and theory is suitably illustrated with numerous examples, exhibits, case studies, and is accompanied by a CD with presentations and television commercials.
Digital Storytelling
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Author : Joe Lambert
language : en
Publisher: Routledge
Release Date : 2013
Digital Storytelling written by Joe Lambert and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Language Arts & Disciplines categories.
Listen deeply. Tell stories. This is the mantra of the Center for Digital Storytelling (CDS) in Berkeley California, which, since 1998 has worked with nearly 1,000 organizations around the world and trained more than 15,000 people in the art of digital storytelling. In this revised and updated edition of the CDS's popular guide to digital storytelling, co-founder Joe Lambert details the history and methods of digital storytelling practices. Using a "7 Steps" approach, Lambert helps storytellers identify the fundamentals of dynamic digital storytelling--from seeing the story, assembling it, and sharing it. As in the last edition, readers of the fourth edition will also find new explorations of the applications of digital storytelling and updated appendices that provide resources for budding digital storytellers, including information about past and present CDS-affiliated projects and place-based storytelling, a narrative-based approach to understanding experience and landscape. A companion website further brings the entire storytelling process to life. Over the years, the CDS's work has transformed the way that community activists, educators, health and human services agencies, business professionals, and artists think about story, media, culture, and the power of personal voice in creating change. For those who yearn to tell multimedia stories, Digital Storytelling is the place to begin.
Using Market Knowledge
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Author : Rohit Deshpande
language : en
Publisher: SAGE
Release Date : 2001
Using Market Knowledge written by Rohit Deshpande and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.
How can we use market knowledge effectively? What needs to be done to move from market knowledge to market insight? These and other questions of significance to marketers, researchers, and scholars alike are addressed in this timely volume. Drawing on a collection of outstanding papers from the prestigious Marketing Science Institute, Editor Rohit Desphande, has assembled, in a single source, the key research on market knowledge management and the best information available for new ideas on what's next. The contributing authors are scholars from leading business schools including Harvard, MIT, and Wharton. Using Market Knowledge is appropriate for students in advanced marketing courses, scholars and faculty interested in improving their understanding of knowledge management, and professionals in market research firms.
Creating Powerful Brands
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Author : Leslie De Chernatony
language : en
Publisher: Routledge
Release Date : 2011
Creating Powerful Brands written by Leslie De Chernatony and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Brand Leadership
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Author : David A. Aaker
language : en
Publisher: Simon and Schuster
Release Date : 2012-12-11
Brand Leadership written by David A. Aaker and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-11 with Business & Economics categories.
Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.