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Could there be a luxury brand originating from the Czech Republic? The case of the Czech watchmaker Prim.
Král, Petr - In: Central European Business Review 2013 (2013) 3, pp. 15-21
its impact on the marketing strategy of this brand. The main research method used in this article is the case study method …
Persistent link: https://www.econbiz.de/10011195427
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Brand Differentiation in German Online Job Boards
Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens - In: EconStor Open Access Articles (2014-01), pp. 39-48
The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...
Persistent link: https://www.econbiz.de/10010980993
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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: EconStor Open Access Articles (2014-01), pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010981042
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Der Wandel von Push- zu Pull- Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2014-01), pp. 8-16
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010981103
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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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EFFECTIVE MARKETING POLICY GUIDELINES FOR ROMANIAN INTERNET SERVICE PROVIDERS
EDU, Tudor; NEGRICEA, Costel; DUMITRU, Nicoleta Rossela - In: Holistic Marketing Management Journal 1 (2011) 4, pp. 25-32
has a very important place in the marketing environment of the modern organization being found within the close …
Persistent link: https://www.econbiz.de/10010635334
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Conceptual clarification of planning and strategic thinking in human resource management
ȘTEFAN, Matei - In: CrossCultural Management Journal (2013) 29, pp. 204-209
which ensure a structured format for examination of company strategies: scanning the business environment, strategy …
Persistent link: https://www.econbiz.de/10010700669
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Direct Marketing Product-Market Strategies
GIRBOVEANU, Sorina-Raula - In: Annals of University of Craiova - Economic Sciences Series 3 (2008) 36, pp. 1284-1293
The article points out the characteristics of planning, options choices and strategies in the area of direct marketing …. Thus, it is the marketing plan that sets the tasks and defines the scope of direct marketing. The extent to which direct … marketing is affected by a firm’s strategic decisions, and in turn affects them, is linked to its importance in the marketing …
Persistent link: https://www.econbiz.de/10005176866
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Conceptual clarification of planning and strategic thinking in human resource management
ȘTEFAN, Matei - In: SEA - Practical Application of Science (2013) 1, pp. 174-179
which ensure a structured format for examination of company strategies: scanning the business environment, strategy …
Persistent link: https://www.econbiz.de/10010764343
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L’impact des différentes stratégies de changements de noms de marque sur la représentation de la marque et l’attitude des consommateurs
Garnier Aimé, Isabelle - Université Paris-Dauphine (Paris IX) - 2006
-after experimental design on two real brand changes and shows growing brand representation evolution according to the strategies. …
Persistent link: https://www.econbiz.de/10010706506