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Praxis-Check Digitale Markenführung Im Mittelstand: Leitfaden Für Die Nachhaltige Transformation Von Analog Zu Digital
Paperback
Series: Essentials
Business GeneralManagementMarketing
ISBN13: 9783658225964
Publisher: Springer Gabler
Published: Jun 26 2018
Pages: 56
Weight: 0.20
Height: 0.14 Width: 5.83 Depth: 8.27
Language: German
Oliver Errichiello und Arnd Zschiesche erklären in diesem essential das Phänomen Marke zunächst grundlegend und zeitunabhängig, gerade um die gängigen, kurzfristigen digitalen Marketingmoden zu entkräften - denn Überzeugen folgt im Netz den identischen Prinzipien wie am Marktstand. In einem zweiten Schritt unterstützen sie Markenverantwortliche dabei, die Faktoren zu operationalisieren, die eine Marke im Netz langfristig erfolgreich machen, und geben Schritt für Schritt einen praxisorientierten Positionierungsbauplan. Auf wissenschaftlicher Basis verdeutlichen die Autoren, dass starke Marken niemals Empfänger, sondern immer Sender sind - insbesondere dann, wenn die Welt um uns herum immer unübersichtlicher wird.
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