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Markenmanagement
Paperback
Series: de Gruyter Studium
Publisher Price: $42.99
ISBN13: 9783110526301
Publisher: de Gruyter Oldenbourg
Published: Oct 3 2022
Pages: 261
Weight: 0.94
Height: 0.55 Width: 6.69 Depth: 9.61
Language: German
Marken sind aus dem Alltag der Konsumenten nicht mehr wegzudenken und haben weiter an Bedeutung gewonnen. Auch in der Marketingpraxis bildet die Marke den Dreh- und Angelpunkt des marktorientierten Handelns.
Das vorliegende Lehrbuch schlie t die Lücke zwischen Markenmanagement und Marketingprozess, indem die Markenperspektive in einer ganzheitlichen Betrachtung eingenommen wird. Insbesondere werden die Kernbegriffe Markenidentität, Markenpositionierung und Markenimage in einen klaren Zusammenhang gestellt. Zudem erfolgt eine grundlegende Unterscheidung in Marketing- und Markenstrategie. Abschlie end werden Modelle zur Markenbewertung vorgestellt. Somit erhalten sowohl Studierende als auch Markenverantwortliche in der Praxis einen kompakten Überblick über alle Elemente der Markenführung.
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