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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

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

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

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

-Maßnahmen, bei der die Daten in der Regel ohne das Wissen der beobachteten Zielgruppe erhoben werden. Klassischerweise finden sich …

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

Replication issues in social experiments: lessons from US labor market programs

Barnow, Burt S.; Greenberg, David - In: Journal for Labour Market Research 46 (2013) 3, pp. 239-252

When evaluating a pilot or demonstration program, there are risks from drawing inferences from a single test. This paper reviews the experiences of replication efforts from demonstrations using randomized controlled trials in the initial evaluation and the replications. Although replications of...

Persistent link: https://www.econbiz.de/10011650786

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

Implementation of strategic management practices in the Malaysian construction industry

Bakar, Abu Hassan Abu; Virgiyanti, Wiwied - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 5 (2011) 1, pp. 140-154

Strategic Management is a concept that concerns with making decisions and taking corrective actions to achieve long term targets and goals of an organization. The importance of strategic management in a firm can be answered by analyzing relationship between strategic management and...

Persistent link: https://www.econbiz.de/10011938278

Impact of strategic management, corporate social responsibility on firm performance in the post mandate period: Evidence from India

Mitra, Nayan - In: International Journal of Corporate Social … 6 (2021) 1, pp. 1-15

Corporate Social Responsibility (CSR) is like a chameleon, that changes its colour according to the context it is in. In the developed economy, it takes the form of sustainability and/ or philanthropy, whereas, in emerging economies, it speaks the language of religious, political and/or mandated...

Persistent link: https://www.econbiz.de/10014545935

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