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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

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/10010420965

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

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

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

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/10010352742

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

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 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/10010420967

Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline

Bruhn, Manfred; Gröppel-Klein, Andrea; Kirchgeorg, Manfred - In: Journal of Business Economics 93 (2023) 6, pp. 1055-1088

managerial perspective, topics such as the philosophy and leadership role of marketing, the generation of innovation success, the …

Persistent link: https://www.econbiz.de/10015187499

Better brand management through design thinking

Pamfilie, Rodica; Croitoru, Adina-Gabriela - In: Amfiteatru Economic Journal 20 (2018) Special Issue No. 12, pp. 1029-1039

elements that is currently drawing new directions, often being associated with the innovation process and the gain of … innovation, significantly increase its success rate. Design thinking focuses on obtaining solutions and is action … particular interest, and design thinking, together with innovation, can successfully support its specific actions, bringing with …

Persistent link: https://www.econbiz.de/10014476419

A multilevel, multi-mode framework for standardization in digital B2B platform eco-systems in international cargo transportation—A multiple case study

Tessmann, Ruben; Elbert, Ralf - In: Electronic Markets 32 (2022) 4, pp. 1843-1875

innovation research, identify standard characteristics as the most important theme of factors and show that standardization has …

Persistent link: https://www.econbiz.de/10015192472

Trade-offs between sustainable development goals in systems of cities

Raimbault, Juste; Pumain, Denise - In: Journal of Urban Management 11 (2022) 2, pp. 237-245

policies through promoting innovation in order to satisfy at least a couple of SDGs simultaneously. As we lack enough empirical … evidence, we propose in this paper to use a stylised simulation model for systems of cities, focused on innovation diffusion …-objective optimisation of emissions and innovation utilities, and show that no single urban optimum exists, but a diversity of regimes …

Persistent link: https://www.econbiz.de/10014285690