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About the Book

Inhaltlich unveränderte Neuauflage. Starke Marken bringen Umsatz - diese Aussage gilt in Praxis und Wissen-schaft als unbestritten. Doch wie entstehen starke Marken? Die Doktoranden Christian Becker und Uwe Schnetzer beantworten diese Frage in Ihrer Diplom-arbeit, die mit dem Förderpreis der Fachhochschule Bonn-Rhein-Sieg ausge-zeichnet wurde. Ausgangspunkt ihrer Untersuchung bildet die Lebens-stil-for-schung, die kritisch untersucht und anhand der neuesten Erkenntnisse der Markt-forschung bewertet wird. Darauf aufbauend wird der Stand der Mar-ken-forschung umfassend dargestellt und ein Marken-Managementprozesses entwickelt, der exemplarisch im Mobilfunkmarkt für die Marke BASE durch-laufen wird. Mithilfe multivariater Analysemethoden wird gezeigt, wie Konsu-menten zu kaufrelevanten Gruppen zusammengefasst werden können, was die verschiedenen Typen charakterisiert und wie diese Informationen zum Auf-bau eines umfassenden Markenauftrittes genutzt werden können. An-hand des Markenpersönlichkeitskonstruktes führen die Autoren eine Wett-be-werbs-analyse durch, bewerten den Status Quo von BASE und geben dezi-dierte Handlungsempfehlungen zur Stärkung der Marke. Das Buch richtet sich an alle Studenten, Wissenschaftler und Entscheidungsträger, die sich wissen-schaftlich fundiert und praxisnah den Themen Markenführung oder Markt-forschung widmen. Für Mitarbeiter der Mobilfunkbranche ist es ein Muss!


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Product Details
  • ISBN-13: 9783639396522
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 152 mm
  • ISBN-10: 3639396529
  • Publisher Date: 28 Mar 2012
  • Height: 229 mm
  • No of Pages: 216
  • Series Title: German
  • Weight: 372 gr


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