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Advances in National Brand and Private Label Marketing : Fifth International Conference, 2018

Martínez-López, Francisco J. (ed.); … - International Conference on Research on National Brand … - 2018

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....

Persistent link: https://www.econbiz.de/10013192306

Market Entry in China : Case Studies on Strategy, Marketing, and Branding

Prange, Christiane (ed.) - 2016

This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their...

Persistent link: https://www.econbiz.de/10014019966

Integrierte Multichannel-Kommunikation im Einzelhandel

Schmieder, Ulf-Marten - 2010

Grundlagen der Untersuchung -- Grundlagen der Kommunikation im Einzelhandel -- Theoretisch-konzeptionelle Fundierung … der Untersuchung -- Integrierte Multichannel-Kommunikation im Einzelhandel -- Zusammenfassung und zukünftiger …Der Verknüpfung sämtlicher Kommunikationskanäle kommt im Einzelhandel eine wachsende Bedeutung zu. Ulf-Marten Schmieder …

Persistent link: https://www.econbiz.de/10014424995

Strategic Retail Management : Text and International Cases

Zentes, Joachim (contributor); Morschett, Dirk (contributor) - 2007

Persistent link: https://www.econbiz.de/10013520785

Pop-up Retailing : Managerial and Strategic Perspectives

Warnaby, Gary; Shi, Charlotte - 2018

This SpringerBrief offers an academic perspective on the trend of ‘pop-up’ retailing. It analyzes this temporary retail-oriented setting designed to foster a direct customer-brand interaction for a limited period, often with an explicitly promotional or communicative purpose. Adopting a...

Persistent link: https://www.econbiz.de/10012398069

Cross-Channel Retail Branding : Eine verhaltenswissenschaftliche Untersuchung in Deutschland, Frankreich und Großbritannien

Rittinger, Sebastian - 2013

Multi-Channel Retailing hat sich als Distributionsstrategie fest im Handel etabliert. Auf Grund der zunehmenden Verbreitung des Multi-Channel Retailing in der Handelspraxis ist eine Differenzierung allein auf Grundlage des Geschäftsmodells heute nicht mehr erfolgversprechend. Vielmehr muss das...

Persistent link: https://www.econbiz.de/10014016955

The Experience Logic as a New Perspective for Marketing Management : From Theory to Practical Applications in Different Sectors

Pencarelli, Tonino (ed.); Forlani, Fabio (ed.) - 2018

Introduction to the experience logic: Key concepts and contents -- Part I: Theoretical contributions -- Experiential perspective in management literature: A systematic review -- Marketing in an experiential perspective: From "Goods and Service Logic" to "Experience Logic" -- Part II: Sectoral...

Persistent link: https://www.econbiz.de/10013256188

Wissenschaftsmarketing : Grundlagen und Möglichkeiten am Beispiel der Ressortforschung

Wernitz, Frank - 2015

Frank Wernitz entwickelt auf der Grundlage des Stakeholderansatzes ein holistisches Marketingkonzept, das die Berücksichtigung und Priorisierung der Stakeholderansprüche in einem konsistenten Managementansatz vereinigt. Am Beispiel der Ressortforschung zeigt der Autor, wie...

Persistent link: https://www.econbiz.de/10012694926

Contemporary Marketing Strategy : Analyzing Consumer Behavior to Drive Managerial Decision Making

Rajagopal - 2019

“…Rajagopal is one of those rare breeds in academics in Marketing and Strategy area who has published regularly on contemporary themes. Marketing today has undergone a significant change largely due to the interplay of three forces- technology, globalization, and changing demographics. Never...

Persistent link: https://www.econbiz.de/10012396174

Ethics and Neuromarketing : Implications for Market Research and Business Practice

Thomas, Andrew R. (ed.); Pop, Nicolae Alexandru (ed.); … - 2017

This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies...

Persistent link: https://www.econbiz.de/10012396207

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