Markenexzellenz Im Innovativen Mittelstand by Michael Casagranda
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Markenexzellenz Im Innovativen Mittelstand

Markenexzellenz Im Innovativen Mittelstand


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About the Book

Im innovativen Mittelstand, vor allem bei Industrieunternehmen mit B-to-B‐Fokus, wird die Marke bis heute stiefmütterlich behandelt. Darüber wird von Seiten der Berater und Werber gerne geklagt. Allerdings besteht bei vielen Verantwortlichen des Mittelstandes sehr wohl ein Interesse an der Marke, die Literatur bietet aber häufig nicht die richtigen Antworten auf die besonderen Erfordernisse von KMU. Die Autoren wollen diese Lücke mit einem praxisorientierten Ansatz schließen. Sie liefern Marken-Know-how speziell für mittelständische Unternehmen und verbinden Marketingtheorie mit empirischen Umfrageergebnissen. Dabei wird Markenmanagement nicht als Tool des Marketings, sondern als gesamtunternehmerische Führungs- und Steuerungsaufgabe verstanden. Die Umsetzung der in diesem Buch vorgestellten Lösungsansätze ist mit einem überschaubaren Aufwand verbunden und daher für kleinere und mittlere Unternehmen effizient realisierbar. Mit Interviews und zahlreichen Fallbeispielen. ​
About the Author: Die Autoren dieses Bandes sind Mitarbeiter von Silberball. Silberball hat sich mit der Strategie der Markenexzellenz bereits vor Jahren vom klassischen Werbeagenturkonzept verabschiedet, um mit der Verbindung von strategischer Markenberatung und Kreation neue Wege zu gehen. Kernzielgruppe ist der innovative Mittelstand.


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Product Details
  • ISBN-13: 9783658023188
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Height: 240 mm
  • No of Pages: 229
  • Series Title: German
  • Sub Title: Grundsätze, Arbeitsmethoden, Beispiele - Ein Leitfaden Für Praktiker
  • Width: 168 mm
  • ISBN-10: 365802318X
  • Publisher Date: 03 Jun 2013
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Spine Width: 0 mm
  • Weight: 750 gr


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