Markenmanagement
eBook - ePub

Markenmanagement

Lehrbuch der professionellen MarkenfĂŒhrung

Peter Runia, Frank Wahl

  1. 261 pages
  2. German
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Markenmanagement

Lehrbuch der professionellen MarkenfĂŒhrung

Peter Runia, Frank Wahl

Book details
Table of contents
Citations

About This Book

Marken sind aus dem Alltag der Konsumenten nicht mehr wegzudenken und haben weiter an Bedeutung gewonnen. Auch in der Marketingpraxis bildet die Marke den Dreh- und Angelpunkt des marktorientierten Handelns.

Das vorliegende Lehrbuch schließt die LĂŒcke zwischen Markenmanagement und Marketingprozess, indem die Markenperspektive in einer ganzheitlichen Betrachtung eingenommen wird. Insbesondere werden die Kernbegriffe MarkenidentitĂ€t, Markenpositionierung und Markenimage in einen klaren Zusammenhang gestellt. Zudem erfolgt eine grundlegende Unterscheidung in Marketing- und Markenstrategie. Abschließend werden Modelle zur Markenbewertung vorgestellt. Somit erhalten sowohl Studierende als auch Markenverantwortliche in der Praxis einen kompakten Überblick ĂŒber alle Elemente der MarkenfĂŒhrung.

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Information

Publisher
De Gruyter Oldenbourg
Year
2022
ISBN
9783110526356
Edition
1
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

    Citation styles for Markenmanagement

    APA 6 Citation

    Runia, P., & Wahl, F. (2022). Markenmanagement (1st ed.). De Gruyter Oldenbourg. Retrieved from https://www.perlego.com/book/3615266 (Original work published 2022)

    Chicago Citation

    Runia, Peter, and Frank Wahl. (2022) 2022. Markenmanagement. 1st ed. De Gruyter Oldenbourg. https://www.perlego.com/book/3615266.

    Harvard Citation

    Runia, P. and Wahl, F. (2022) Markenmanagement. 1st edn. De Gruyter Oldenbourg. Available at: https://www.perlego.com/book/3615266 (Accessed: 9 July 2024).

    MLA 7 Citation

    Runia, Peter, and Frank Wahl. Markenmanagement. 1st ed. De Gruyter Oldenbourg, 2022. Web. 9 July 2024.