[PDF] Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft - eBooks Review

Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft


Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft
DOWNLOAD

Download Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page



Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft


Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft
DOWNLOAD
Author : Nico Effenberger
language : de
Publisher: GRIN Verlag
Release Date : 2003-12-10

Strategische Markenf Hrung F R Konsumg Ter Der Identit Tsorientierte Ansatz Als Managementkonzept Der Zukunft written by Nico Effenberger and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-12-10 with Business & Economics categories.


Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Brandenburg (Wirtschaftswissenschaften/ Marketing), Sprache: Deutsch, Abstract: Die vorliegende Arbeit behandelt das Thema der identitätsorientierten Markenführung für Konsumgüter. Im Folgenden soll dieser Ansatz der strategischen Markenführung erläutert und auf seine Eignung als umfassendes Managementkonzept untersucht werden. Zeigt der identitätsorientierte Ansatz geeignete Mittel und Wege auf, um ein Unternehmen marktorientiert zu führen und eine Marke aus der ständig ansteigenden Zahl immer neuer Marken herauszuheben? Wie kann in einer derart schnelllebigen und von stetiger Veränderung geprägten Zeit eine Marke konsequent und kontinuierlich aufgebaut werden, die sich z. B. gegen den Trend hin zu Handelsmarken und no-name-Produkten behaupten kann? Die Auffassung, allein durch Werbung ein positives Image und eine starke Marke erzeugen zu können, kann heute nicht mehr vertreten werden. Vielmehr ist ein stimmiges Gesamtbild des Unternehmens, der Marke und des Produktes, kurz: eine Identität zu schaffen. Aus diesem Grund werde ich auf die Bedeutung der Markenidentität beim Aufbau, der Steuerung und der Vermarktung einer Marke und deren Produkte eingehen. Zur Bearbeitung des allgemeinen Teils der Arbeit konnte auf die umfangreich vorhandene Literatur zum Marketing-Management und zur Markenführung zurückgegriffen werden. Die speziellen theoretischen Grundlagen sowie das Managementkonzept der identitätsorientierten Markenführung bauen auf den Beiträgen von Prof. Dr. Dr. h. c. mult. Heribert Meffert und Dr. Christoph Burmann auf. Die vorliegende Arbeit soll sowohl Markentheoretikern als auch -praktikern einen verständlich geschriebenen Überblick über das Managementkonzept der identitätsorientierten Markenführung geben. Das Ziel der Arbeit ist es, ein grundlegendes Verständnis von der Identität einer Marke zu erzeugen und auch den Unterschied zum Image von einer Marke offenzulegen. Dazu wird dem Leser anhand theoretischer Grundlagen und praktischer Beispiele aus dem Konsumgüterbereich ein Verständnis vom Selbstbild der Markenidentität vermittelt. Darüber hinaus wird eine Differenzierung des identitätsorientierten Ansatzes von anderen wesentlichen Ansätzen der Markenführung vorgenommen. Um diese Arbeit zu einem Werkzeug für die Praxis der Markenführung werden zu lassen, wird der Managementprozess zur Steuerung der Markenidentität anhand seiner Prozesse und Instrumente eingehend beschrieben. In diesem Zusammenhang werden relevante Problemfelder der Markenführung genannt und Möglichkeiten zu deren Bewältigung aufgezeigt.



Sustainability Marketing


Sustainability Marketing
DOWNLOAD
Author : Frank-Martin Belz
language : en
Publisher: John Wiley & Sons
Release Date : 2012-10-29

Sustainability Marketing written by Frank-Martin Belz 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 2012-10-29 with Business & Economics categories.


The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com



Brand Desire


Brand Desire
DOWNLOAD
Author : Nicholas Ind
language : en
Publisher: Bloomsbury Publishing
Release Date : 2016-10-20

Brand Desire written by Nicholas Ind and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-20 with Business & Economics categories.


Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.



The Corporate Brand


The Corporate Brand
DOWNLOAD
Author : N. Ind
language : en
Publisher: Springer
Release Date : 1997-06-06

The Corporate Brand written by N. Ind and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-06-06 with Business & Economics categories.


What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.



The Human Brand


The Human Brand
DOWNLOAD
Author : Chris Malone
language : en
Publisher: John Wiley & Sons
Release Date : 2013-10-07

The Human Brand written by Chris Malone 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 2013-10-07 with Business & Economics categories.


Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.



The Moralization Of The Markets


The Moralization Of The Markets
DOWNLOAD
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.



Sylvicultura Oeconomica


Sylvicultura Oeconomica
DOWNLOAD
Author : Hans Carl von Carlowitz
language : en
Publisher: Legare Street Press
Release Date : 2022-10-26

Sylvicultura Oeconomica written by Hans Carl von Carlowitz and has been published by Legare Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-26 with History categories.


This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.



Meaning And Necessity A Study In Semantics And Modal Logic


Meaning And Necessity A Study In Semantics And Modal Logic
DOWNLOAD
Author : Rudolf Carnap
language : en
Publisher: Read Books Ltd
Release Date : 2011-03-23

Meaning And Necessity A Study In Semantics And Modal Logic written by Rudolf Carnap and has been published by Read Books Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03-23 with Philosophy categories.


The main purpose of this book is the development of a new method for the semantical analysis of meaning, that is, a new method for analyzing and describing the meanings of linguistic expressions. This method, called the method of extension and intension, is developed by modifying and extending certain customary concepts, especially those of class and property. The method will be contrasted with various other semantical methods used in traditional philosophy or by contemporary authors. These other methods have one characteristic in common. They all regard an expression in a language as a name of a concrete or abstract entity. In contradistinction, the method here proposed takes an expression, not as naming anything, but as possessing an intension and an extension. Many of the earliest books, particularly those dating back to the 1900s and before, are now extremely scarce and increasingly expensive. We are republishing these classic works in affordable, high quality, modern editions, using the original text and artwork.



The Corporate Image


The Corporate Image
DOWNLOAD
Author : Nicholas Ind
language : en
Publisher: Taylor & Francis Group
Release Date : 1992-01-01

The Corporate Image written by Nicholas Ind and has been published by Taylor & Francis Group this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992-01-01 with Corporate image categories.