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Markenmanagement in Der Motorradindustrie

Markenmanagement in Der Motorradindustrie


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About the Book

Motorräder sind Lifestyle-Produkte mit einer besonderen Anziehungskraft. Kaum einer anderen Branche ist es gelungen, die Beziehung zwischen Kunde und Produkt ähnlich eng zu gestalten und den Community-Gedanken so intensiv mit Leben zu füllen.

In Markenmanagement in der Motorradindustrie identifizieren führende Branchen- und Markenexperten die speziellen Herausforderungen dieses Marktes. Sie erläutern das Zusammenspiel von Produkt, Design, Markenwirkung, Community und Markentreue und beleuchten zudem die besondere Rolle des Motorradsports. Führende Motorradhersteller geben Einblick in die Erfolgsgeschichte ihrer Marke. Sie zeigen die Strategien ihres Markenmanagements auf und machen deutlich, wie Markenführung für starke Marken konkret funktioniert.

Ein Standardwerk nicht nur für die Motorradbranche, ihre Zulieferer und Händler, sondern für alle, die vom Management starker Marken lernen wollen.


About the Author: Wolfgang Fischer, Diplom-Betriebswirt, ist selbstständiger Marketing-Berater in der Motorradbranche und Autor zahlreicher Fachbeiträge.

Georg Blenk, Diplom-Wirtschaftsingenieur, arbeitete als Content Manager beim Verlag Dieter Zimpel. Er ist Mitglied der Münchener Motorpresse und des DFJV.

Manuela Eckstein, M.A., betreut als verantwortliche Cheflektorin den Programmbereich Sales & Marketing des Gabler Verlags.


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Product Details
  • ISBN-13: 9783322907202
  • Publisher: Gabler Verlag
  • Sub Title: Grundlagen, Trends, Erfolgsstrategien Führender Hersteller
  • ISBN-10: 3322907201
  • Publisher Date: 20 May 2012


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