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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2013), pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010981129
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The reality of global brands : cases and strategies for the successful management of international brands
Hankinson, Graham; Cowking, Philippa - 1996
Persistent link: https://www.econbiz.de/10004311183
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The big brand challenge : are we jumping on the brand wagon? ; ESOMAR seminar, Berlin (Germany), 9th - 11th October 1996
Schöneberg, Ulrike (contributor) - 1996
Persistent link: https://www.econbiz.de/10004328208
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Die Betriebsform im stationären Einzelhandel als Marke
Brauer, Wolfgang - 1996
Persistent link: https://www.econbiz.de/10004342985
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Dienstleistungsmarken : Forum Dienstleistungsmanagement
Bruhn, Manfred - 2008
Persistent link: https://www.econbiz.de/10004281590
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Building brands directly : creating business value from customer relationships
Pearson, Stewart - 1996
Persistent link: https://www.econbiz.de/10004306735
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Managing brand equity : capitalizing on the value of a brand name
Aaker, David A. - 1991 - 1. print.
Persistent link: https://www.econbiz.de/10004108696
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Die Marke - Kapital des Unternehmens
Kapferer, Jean-Noël - 1992
Persistent link: https://www.econbiz.de/10004109012