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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

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

Brand Differentiation in German Online Job Boards

Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, 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/10010420964

Critical Success Factors for Online-Shops of Drugstores

Svechla, Sabrina; Fischer, Jessica; Ferdinand, Hans-Michael - In: Markenbrand (2014) 2/2014, pp. 17-25

success depends on two factors: the user-friendliness of the information system and the consistency of the marketing strategy …-sections. Regarding the second part – consistency of the marketing strategy- it is important to initially understand consumers’ behaviour …

Persistent link: https://www.econbiz.de/10010420966

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

marketing industry of how to benefit from them. …

Persistent link: https://www.econbiz.de/10010420968

Markenführung in der Fleischwirtschaft - zum Markentransferpotenzial der Marke Wiesenhof -

Lüth, Maren; Spiller, Achim - In: Agrarwirtschaft: Zeitschrift für Betriebswirtschaft, … 55 (2006) 3, pp. 142-151

Die Fleischbranche als größter Zweig der deutschen Ernährungswirtschaft zeichnet sich wie kaum eine andere Branche durch eine Dominanz der Kostenführerstrategie aus. Vor dem Hintergrund eines zunehmend ruinösen Verdrängungswettbewerbs wird in diesem Beitrag die Chance eines Markenaufbaus...

Persistent link: https://www.econbiz.de/10015079255

Ansätze für ein produktspezifisches Marketing für Öko-Produkte im konventionellen Handel - eine Verbraucheranalyse im Elbetal

Wirthgen, Antje - In: Agrarwirtschaft: Zeitschrift für Betriebswirtschaft, … 52 (2003) 3, pp. 157-167

Approaches for Product-specific Retail Marketing for Organic Food - A Consumer Survey in the Elbe-Valley Against the … concerning conventional retailers, this article aims to improve organic marketing for retailers by means of product … improve retail marketing for organic food, in order to facilitate to tap the market potential. These are for instance product …

Persistent link: https://www.econbiz.de/10015079115

Consumer behaviour for wine 2.0: A review since 2003 and future directions

Lockshin, Lawrence S.; Corsi, Armando Maria - In: Wine Economics and Policy 1 (2012) 1, pp. 2-23

for generalisable results. Some areas with greatest research needs are: retail marketing and consumer response to the … and luxury wine behaviour and successful marketing practices; consumer behaviour in emerging markets; the value of wine … tourism and marketing for value; the relationship between grape/wine quality and consumer behaviour; consumer response to wine …

Persistent link: https://www.econbiz.de/10011986469