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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
Markenmanager stehen mehr denn je vor der Herausforderung, starke Marken aufzubauen. Solche differenzieren sich in der Wahrnehmung der Kunden nicht durch funktionale Nutzenversprechen. Vielmehr geht es um emotionale Bindungen zwischen Marke und Konsumenten. Diese entstehen an vielen Stellen der...
Persistent link: https://www.econbiz.de/10013270949
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Niching versus change-of-pace brands : using purchase frequencies and penetration rates to infer brand positionings
Kahn, Barbara E.; Kalwani, Manohar U.; Morrison, Donald G. - 1988 - Rev
Persistent link: https://www.econbiz.de/10000767789
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Using dominance measures to evaluate brand extensions
Herr, Paul M.; Farquhar, Peter H.; Fazio, Russell H. - 1993
Persistent link: https://www.econbiz.de/10000877329
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The Brand report : stalemate at Cancun ; where do we go from here?
Judd, Frank - 1982
Persistent link: https://www.econbiz.de/10000550062
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Becoming an institutional brand : a long-term strategy for luxury goods
Braun, Marcel W. - 1997
Persistent link: https://www.econbiz.de/10000622884
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Strategic brand management : building, measuring and managing brand equity
Keller, Kevin Lane - 1998
Persistent link: https://www.econbiz.de/10000628654
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Trade marketing strategies : the partnership between manufacturers, brands and retailers
Randall, Geoffrey - 1994 - 2. ed
Persistent link: https://www.econbiz.de/10000415119
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Evaluating the underlying dimensions of brands in product and services markets
De Chernatony, Leslie - 1991
Persistent link: https://www.econbiz.de/10000131939
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Categorising brands : evolutionary processes underpinned by the two key dimensions
De Chernatony, Leslie - 1992
Persistent link: https://www.econbiz.de/10000134691