Der Aufbau der Unternehmensmarke findet in der Regel über die Entwicklung und Kommunikation der Unternehmensidentität statt. Christina Suckow identifiziert relevante Elemente, mithilfe derer die Identität reiner E-Brands über die Webseite aufgebaut und transportiert wird. Im Rahmen einer...

Luxury Marketing A Challenge for Theory and Practice The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why...

Why the Digital Revolution Is Challenging You and Why You Have to Act Now -- Digital Darwinism and the Social Revolution - Which Basic Needs of Man Represent the Fuel of the Revolution on the Part of the Customer -- Big Data and Technology - Drivers of the Information Revolution on the Part of...