Hugendubel.info - Die B2B Online-Buchhandlung 

Merkliste
Die Merkliste ist leer.
Bitte warten - die Druckansicht der Seite wird vorbereitet.
Der Druckdialog öffnet sich, sobald die Seite vollständig geladen wurde.
Sollte die Druckvorschau unvollständig sein, bitte schliessen und "Erneut drucken" wählen.
E-BookPDF1 - PDF WatermarkE-Book
174 Seiten
Englisch
Palgrave Macmillan UKerschienen am12.12.20052006
The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.mehr

Produkt

KlappentextThe authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.
Details
Weitere ISBN/GTIN9780230203884
ProduktartE-Book
EinbandartE-Book
FormatPDF
Format Hinweis1 - PDF Watermark
FormatE107
Erscheinungsjahr2005
Erscheinungsdatum12.12.2005
Auflage2006
Seiten174 Seiten
SpracheEnglisch
IllustrationenXV, 174 p.
Artikel-Nr.1973628
Rubriken
Genre9200

Inhalt/Kritik

Inhaltsverzeichnis
Introduction and Problematisation Change of Paradigm: The Basis for Successful Brand Management The Values and the Archetypes Develop the Brand Strategy Brand Execution Brand Engagement Brand-Centric Organization Brand Tracking Outlook and Perspectivesmehr

Autor

ANDREAS BAUER is Head of the International Competence Centre on Retail and Consumer Goods at Roland Berger Strategy Consultants, Germany and is especially familiar with the challenges and best practices in the marketing environment.

BJOERN BLOCHING is a partner of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany, and is responsible for the brand management practice.

KAI HOWALDT is the Head of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany and has 15 years of consulting experience on marketing strategy and implementation for global players in all industries.

ALAN MITCHELL is a well-known author and writer on brands, marketing, and improving customer value.
Weitere Artikel von
Bloching, B.
Weitere Artikel von
Howaldt, K.