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Werbe- Und Markenforschung: Meilensteine - State of the Art - Perspektiven
Hardcover
ISBN13: 9783834903952
Publisher: Gabler Verlag
Published: Oct 26 2006
Pages: 550
Weight: 2.46
Height: 1.25 Width: 6.69 Depth: 9.61
Language: German
- Entwicklungstendenzen in Markenwesen und Werbeforschung
- der Messung und Steigerung von Markenwert, z.B. durch Markentransfers und Country-of-Origin-Strategien
- aktuellen Herausforderungen in der Markenkommunikation (Authentizität von Werbung, integrierter Kommunikation, identitätsorientiertem Sponsoring- und Eventmarketing, neueren Optionen der Werbeetatplanung) und
- einem stakeholderübergreifenden Blick auf Unternehmensmarken durch Behavioral Branding und Unternehmenspersönlichkeit.
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