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Integrierte Markenführung im digitalen Zeitalter

Integrierte Markenführung im digitalen Zeitalter


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About the Book

Dieses Lehrbuch gibt einen fundierten Überblick über Bedeutung, Konzepte, Instrumente und Evaluation der integrierten Markenführung. Dabei werden folgende Fragen betrachtet: Welche Rolle spielen Marken im Leben der Menschen in einer zunehmend digitalen Konsumgesellschaft? Was sind die wichtigsten Trends in der Markenführung? Wie hat sich die Markenführung im Zeitalter der Digitalisierung und Technologisierung verändert? Wie können Marken neue Instrumente wie Augmented Reality, Künstliche Intelligenz oder Big Data nutzen, um langfristig relevant zu bleiben? Illustriert und mit Leben gefüllt werden die Ausführungen, indem Anna und Lukas, zwei fiktive Studierende, auf ihrem Weg durch die Welt der Marken begleitet werden. Darüber hinaus enthält das Buch zahlreiche Best-Practice-Beispiele und Case Studies und zu jedem Kapitel stehen interaktive Flashcards zu Verfügung: Laden Sie die Springer Nature Flashcards-App herunter und nutzen Sie exklusive Inhalte, um Ihr Wissen zu prüfen und zu vertiefen.
Dieses Buch richtet sich an Studierende und Dozierende in den Fachbereichen Marketing, Management und Kommunikationswissenschaften sowie an alle, die sich einen Überblick über die Bedeutung von Marken und die Möglichkeiten, sie zu inszenieren, verschaffen wollen.Der Inhalt- Bedeutung von Marken für Unternehmen und Konsumenten- Grundlagen der Markentheorie- Markenwirkung und Konsumentenverhalten im digitalen Zeitalter- Strategische Markenführung- Operative Markenführung- Markenbewertung: Markenstärke und Markenwert- Aktuelle und zukünftige Entwicklungen


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Product Details
  • ISBN-13: 9783658380908
  • Publisher: Springer Nature B.V.
  • Publisher Imprint: Springer Gabler
  • Height: 244 mm
  • No of Pages: 236
  • Spine Width: 13 mm
  • Weight: 435 gr
  • ISBN-10: 365838090X
  • Publisher Date: 02 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Bedeutung - Konzepte - Instrumente - Evaluation
  • Width: 170 mm


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Integrierte Markenführung im digitalen Zeitalter
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