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Power Brands: Measuring, Making, and Managing Brand Success

Power Brands: Measuring, Making, and Managing Brand Success

          
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About the Book

Starke Marken sind kein Zufallsprodukt. Wie sich Markenerfolg systematisch messen, machen und managen lässt, erfahren Sie in dem erfolgreichen Buch Power Brands, jetzt in der zweiten, überarbeiteten und erweiterten Auflage. Gemeinsam mit führenden Experten entwickelten die Autoren das bereits vielfach erprobte BrandMatics(R)-Konzept. Dieser ganzheitliche Ansatz verbindet die unabdingbare Kreativität in der Markenführung mit präziser Analytik und solidem Handwerk. So wird dauerhafter Markenerfolg planbar.
Seit der ersten Auflage des Buches hat sich viel getan, obwohl erst zwei Jahre vergangen sind. Die weltweiten Werbeausgaben übersteigen mittlerweile das Bruttoinlandsprodukt mittelgroßer Staaten. Das Web 2.0 bringt mit neuen Inhalten und Plattformen die Kundenkontaktpunktplanung durcheinander. Selbst große Marken wie Puma wechseln gleichsam über Nacht den Besitzer. Marken wie Ikea entwickeln sich unterdessen von Produktnamen zu ganzen Erlebniswelten. Auf die veränderten Herausforderungen antworten die Autoren mit einer Vielzahl neuer Ansätze und aktueller Fallstudien aus der Praxis. Zu den wichtigsten Neuerungen zählen eine systematische Untersuchung der Wirkung kreativer Werbung in Zusammenarbeit mit dem Art Directors Club sowie eine Neubewertung der Bedeutung systematischer Marktforschung für erfolgreiche Markenführung. Hinzu kommen neue Fallstudien zu Nivea, DHL und AstraZeneca.

About the Author: Dr. Jesko Perrey ist Partner im Düsseldorfer Büro von McKinsey & Company und Leiter der deutschen McKinsey Marketing Practice.

Dr. Dennis Spillecke ist ein Direktor bei McKinsey & Company in Köln. Er leitet den Bereich Marketing & Sales in Deutschland.

Dr. Tjark Freundt ist ein Direktor bei McKinsey & Company in Hamburg. Er leitet den Bereich Branding.


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Product Details
  • ISBN-13: 9783527507818
  • Publisher: Wiley-vch
  • Publisher Imprint: Wiley-VCH
  • Depth: 25
  • Height: 241 mm
  • No of Pages: 330
  • Spine Width: 25 mm
  • Weight: 883 gr
  • ISBN-10: 3527507817
  • Publisher Date: 27 Apr 2015
  • Binding: Hardback
  • Edition: 3
  • Language: English
  • Returnable: Y
  • Sub Title: Measuring, Making, and Managing Brand Success
  • Width: 175 mm


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