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Best Practice Der Markenführung
Hardcover
ISBN13: 9783834909336
Publisher: Gabler Verlag
Published: Oct 28 2008
Pages: 390
Weight: 1.88
Height: 0.94 Width: 6.69 Depth: 9.61
Language: German
Die Muster erfolgreicher Markenführung sind unabhängig von der Branche und der Grö e eines Unternehmens deutlich erkennbar: Starke Marken verfügen über eine klare Markenidentität und Positionierung.
Franz-Rudolf Esch und Wolfgang Armbrecht lassen erfolgreiche Manager aus unterschiedlichen Branchen über Grundlagen und Geheimnisse ihrer Markenerfolge berichten. In ihren Fallbeispielen beschreiben namhafte Autoren zunächst die Ausgangssituation in den Unternehmen und erklären die qualitativen und quantitativen Zielsetzungen. Dabei werden die jeweilige Strategie und die entsprechenden Ma nahmen konkret vorgestellt. Eine abschlie ende Ergebnisbetrachtung überprüft die Zielerreichung. Die Herausgeber ergänzen die Beiträge um aktuelles Marken-Know-how. Somit wird ein Transferschluss auf das eigene Unternehmen ermöglicht.
Best Practice der Markenführung bietet Führungskräften inspirierende Anregungen für die tägliche Arbeit; Dozenten und Studierende mit dem Schwerpunkt Marketing erhalten wertvolle Informationen.
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