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Markenfokussierte Distributionssysteme in Non-Food-Konsumgüterbranchen: Strukturmerkmale, Typisierungsansatz und Steuerungsproblematik
Turban, Manfred - 2009
Markenfokussierte vertikale Distributionssysteme wie bei Esprit, S.Oliver oder Swarovski basieren auf einem integrierten Markenauftritt, einer vertikalen Wertschöpfungskette und multiplen Distributionsformen unterschiedlicher Vielfalt. Diese drei Kernelemente sind im Distributionssystem...
Persistent link: https://www.econbiz.de/10010266117
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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 U. - In: Markenbrand (2014) 2/2014, pp. 8-16
email in the brand communication of luxury goods. Referring to the model of intereffication it is stated that journalism and … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand … opportunities regarding the creation of luxury brand worlds. …
Persistent link: https://www.econbiz.de/10010420965
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Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung
Bookhagen, Andrea - In: PraxisWISSEN Marketing 1 (2016) 01/2016, pp. 35-50
Brand managers are more than ever facing challenges to build strong brands. Strong brands do not differentiate from … other brands, just because of a functional value proposition. It's more about the emotional connections between the brand …
Persistent link: https://www.econbiz.de/10013270949
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How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2012) 1/2012, pp. 34-41
The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...
Persistent link: https://www.econbiz.de/10010420968
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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: Markenbrand (2014) 2/2014, pp. 49-56
their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …
Persistent link: https://www.econbiz.de/10010352742
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Social Media im Recruiting
Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12
Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...
Persistent link: https://www.econbiz.de/10010420382
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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 U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …
Persistent link: https://www.econbiz.de/10010420967
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Verwendung von Virtual Communities für den Markenaufbau im Internet: Möglichkeiten und Grenzen
Fingerle, Birgit - 2001
Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...
Persistent link: https://www.econbiz.de/10010291752
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Multi-objective optimization approach for cost management during product design at the conceptual phase
Prasad, K. G. Durga; Subbaiah, K. Venkata; Rao, K. Narayana - In: Journal of Industrial Engineering International 10 (2014), pp. 1-12
The effective cost management during the conceptual design phase of a product is essential to develop a product with minimum cost and desired quality. The integration of the methodologies of quality function deployment (QFD), value engineering (VE) and target costing (TC) could be applied to the...
Persistent link: https://www.econbiz.de/10011640801
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Marketing via friends: strategic diffusion of information in social networks with homophily
Chuhay, Roman - 2010
The paper studies the impact of homophily on the optimal strategies of a monopolist, whose marketing campaign of new product relies on a word of mouth communication. Homophily is a tendency of people to interact more with those who are similar to them. In the model there are two types of...
Persistent link: https://www.econbiz.de/10010272373