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Playbook Brand Activation: Vermarktungsmaßnahmen Für Die Konsumgüterindustrie Am Point of Sale
Paperback
ISBN13: 9783658515430
Publisher: Springer Gabler
Published: Feb 11 2027
Pages: 145
Language: German
Dieses Buch erläutert, wie Kaufentscheidungen am Point of Sale durch gezielte Aktivierungsma nahmen positiv beeinflusst werden können. Angelehnt an den Einsatz eines Playbooks im Sport bündelt es strategische Überlegungen, praxisbewährte Mechaniken und Instrumente sowie konkrete Handlungsempfehlungen in leicht zugänglicher Form.
Aufbauend auf der Struktur eines Playbooks zeigen die Autoren praxisnah, wie erfolgreiche Brand Activation die Verkaufsförderung mit einer stringenten Markenführung verbindet und so die Balance zwischen kurzfristigen Verkaufserfolgen und langfristigem Markenaufbau schafft - für einen nachhaltigen Erfolg am POS.
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