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Markenpolitik für hybride Produkte : Herausforderungen, Dimensionen und praktische Gestaltungsempfehlungen
Schmitz, Gertrud; Krieger, John; Modlich, Stephanie - 2010
Persistent link: https://www.econbiz.de/10008662989
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Making the brand come alive within your organization
Fortini-Campbell, Lisa - In: Kellogg on marketing, (pp. 145-160). 2010
Persistent link: https://www.econbiz.de/10008664283
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Internal branding 2.0
Beers, Luc van; Nedeski, Gaby - 2010
Persistent link: https://www.econbiz.de/10003932427
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Interne Markenführung zum Aufbau von Mitarbeiter-Marken-Beziehungen
Esch, Franz-Rudolf; Hartmann, Kerstin; Gawlowski, Dominika - In: Management von Kundenbeziehungen : Perspektiven - …, (pp. 485-503). 2010
Persistent link: https://www.econbiz.de/10003934485
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Markenliebe bei Mitarbeitern : Konzeptualisierung, Determinanten und Konsequenzen auf Basis einer empirischen Untersuchung
Bruhn, Manfred; Batt, Verena; Köhne, Christine - In: Marketing : ZFP ; journal of research and management 32 (2010) 2, pp. 71-90
Persistent link: https://www.econbiz.de/10003976366
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Die weltweite interne Markenkampagne "United Moments of Allianz"
Schallock, Jessica - In: Public relations case studies : Fallbeispiele aus der Praxis, (pp. 19-30). 2010
Persistent link: https://www.econbiz.de/10003958360
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The performance implications of company-salesperson corporate brand misalignment
Anisimova, Tatiana; Mavondo, Felix T. - In: European journal of marketing : EJM 44 (2010) 6, pp. 771-795
Persistent link: https://www.econbiz.de/10003989128
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Building brand community membership within organizations: a viable internal branding alternative?
Devasagayam, P. Raj; Buff, Cheryl L.; Aurand, Timothy W.; … - In: The journal of product & brand management 19 (2010) 3, pp. 210-217
Persistent link: https://www.econbiz.de/10003993652
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Brand champions : how superheroes bring brands to life
Buckingham, Ian P. - 2011
"A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Critical enough to remain credible yet overwhelmingly positive, it is a charismatic illustration of how to achieve true brand...
Persistent link: https://www.econbiz.de/10008824792
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Interne identitätsorientierte Markenkommunikation
Burmann, Christoph; Zeplin, Sabrina; Riley, Nicola - In: Handbuch Markenkommunikation : Grundlagen, Konzepte, …, (pp. 129-141). 2008
Persistent link: https://www.econbiz.de/10003693952