Quick Guide Sound Marketing by Paul Steiner at Bookstore UAE
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Quick Guide Sound Marketing

Quick Guide Sound Marketing


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About the Book

Dieses Buch ist eine kompakte Einführung in das Thema Sound Marketing. Unternehmen stehen heute vor der Herausforderung, ihre Markenwerte durch möglichst viele Sinne gezielt zu vermitteln, um sich von der Konkurrenz explizit abzuheben und Konsumenten langfristig an ihre Marke zu binden.Der Autor liefert Marketing-Verantwortlichen, die ihrem Unternehmen bzw. ihren Marken ein unverwechselbares (akustisches) Profil verleihen möchten, wichtige Ansatzpunkte zur akustischen Gestaltung von Marken, die anhand von Beispielen verdeutlicht werden. Zur Veranschaulichung werden die akustischen Markenzeichen von Audi, Deutsche Telekom, Hyundai, Intel, Lufthansa, Nokia, Siemens und der Wiener Linien analysiert. Der Inhalt

  • Wahrnehmung und Wirkung akustischer Reize
  • Markenrecht - Die Klangmarke
  • Sound Marketing
  • Grenzen und Risiken von Sound Marketing
  • Ausblick
  • Experteninterviews

About the Author:

Paul Steiner ist promovierter Sozial- und Wirtschaftswissenschafter. Neben seiner Promotion mit Auszeichnung zum Dr. rer.soc.oec. an der Wirtschaftsuniversität Wien, erhielt er ein Leistungsstipendium der Wirtschaftsuniversität Wien und den Rudolf Sallinger-Preis für seine Diplomarbeit "Sensory Branding". Herausragende akademische Leistungen hat Herr Dr. Steiner in all seinen erfolgreich abgeschlossenen Studien (Sozial- und Wirtschaftswissenschaften, Betriebswirtschaft, Musikmanagement, Audio Engineering) erzielt.

Seit 20 Jahren verantwortet er strategisch bedeutsame Projekte mit hoher Komplexität in der Bauindustrie, Finanzdienstleistungsbranche und Automobilindustrie. U.a. war er als Spezialist für akustische Markenführung in die strategische Planung und das Projektmanagement des neuen BMW Sound Logos, das 2013 den begehrten Red Dot Award erhielt, involviert. Er ist Autor der Fachbücher "Sensory Branding" (2020), "Sound Branding" (2018) und "Akustisches Markendesign" (2015).



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Product Details
  • ISBN-13: 9783658350949
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: Quick Guide
  • Sub Title: Wie Sie Mit Akustischen Reizen Ihre Marke Stärken
  • Width: 148 mm
  • ISBN-10: 3658350946
  • Publisher Date: 28 Nov 2021
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 8 mm
  • Weight: 227 gr


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