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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 : die Strategiequelle ; Zeitschrift für … (2014) 2, 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/10010380722

Critical success factors for online-shops of drugstores : information systems and marketing requirements for webshops offering fast-moving consumer goods and a webshop evaluation o...

Svechla, Sabrina; Fischer, Jessica; Ferdinand, Hans-Michael - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, 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/10010423965

Brand differentiation in German online job boards : an exemplary evaluation of Siemens' efforts at Stepstone.de to illustrate how a differentiation score model can support employer...

Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, 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/10010423978

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 : die Strategiequelle ; Zeitschrift für … (2014) 1, pp. 34-41

marketing industry of how to benefit from them. …

Persistent link: https://www.econbiz.de/10010424084

Brand management in a digital world : an examination of Hugo Boss's efforts in social media

Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2012) 1, 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/10010424087

Environmentally conscious marketing

Nagy, Szabolcs - 2004

Persistent link: https://www.econbiz.de/10011282137

Innovationsmanagement in der Hotellerie : Innovationsforschung von touristischen Dienstleistungen in Vertrieb und Marketing

Schreyer, Markus - 2017

Geschäftsfeld Vertrieb und Marketing in der Hotellerie und die Herausforderungen für zukünftiges Wachstum -- 4. Kernthesen für … Dienstleistungsinnovationen in Vertrieb und Marketing entwickelt anhand von Fallstudien aus zwei Vergleichsbranchen -- 5. Empirische Erhebung … Vertrieb und Marketing als Beitrag zur Dienstleistungsinnovationsforschung -- 7. Zusammenfassung und Ausblick -- Anhang …

Persistent link: https://www.econbiz.de/10014482407

Normative validation of market share functions

Weverbergh, Marcel; Logman, M. - 1990

Persistent link: https://www.econbiz.de/10000130071

Die Verwertbarkeit der Marketingausbildung an deutschen Hochschulen in der Praxis : eine empirische Untersuchung

Hammann, Peter (contributor); Mittag, Heiko (contributor) - Deutsche Marketing-Vereinigung - 1980

Persistent link: https://www.econbiz.de/10000164674

Instrumente zur Rekrutierung internationaler Studierender : ein Praxisleitfaden für erfolgreiches Hochschulmarketing

Bode, Jürgen; Jäger, Gerhard W.; Koch, Ulrike; … - 2008

Persistent link: https://www.econbiz.de/10013444886