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Marken Erleben Im Digitalen Zeitalter: Markenerleben Messen, Managen, Maximieren

Marken Erleben Im Digitalen Zeitalter: Markenerleben Messen, Managen, Maximieren

          
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About the Book

Das Markenerleben ist die neue Leitwährung in der Markenführung im digitalen Zeitalter. Technologische, mediale und wirtschaftliche Veränderungen stellen die scheinbar bewährten Techniken und Rezepte von Marketing und Markenführung in Frage. Im Spannungsfeld von analogen und digitalen Marken-Erlebnissen kommt es vor allem darauf an, Marken für Menschen nützlich, interessant, einzigartig und widerspruchsfrei erlebbar zu machen. Uwe Munzinger und Christiane Wenhart entwickeln auf Basis des internationalen Wissensstands ein umsetzungsorientiertes Modell für das Management des Markenerlebens. Es vereint und nutzt die Erkenntnisse aus Verhaltenswissenschaft, Neurophysiologie, Marketing- und Kommunikationsforschung sowie Betriebswirtschaft zur gezielten Erhöhung der Wirksamkeit des Markenerlebens zur Präferenzsteuereung. Das Buch fokussiert insbesondere auf die Bedeutung und Anwendung vorhandenen Wissens mit zahlreichen aktuellen Beispielen und Tipps aus und für die Praxis.


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Product Details
  • ISBN-13: 9783834931191
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Hardback
  • Height: 241 mm
  • No of Pages: 202
  • Series Title: German
  • Sub Title: Markenerleben Messen, Managen, Maximieren
  • Width: 175 mm
  • ISBN-10: 3834931195
  • Publisher Date: 24 Oct 2012
  • Depth: 19
  • Language: German
  • Returnable: N
  • Spine Width: 18 mm
  • Weight: 522 gr


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Marken Erleben Im Digitalen Zeitalter: Markenerleben Messen, Managen, Maximieren
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