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Markenpsychologische Reflexion am Beispiel des VW Beetle

Markenpsychologische Reflexion am Beispiel des VW Beetle


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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Business and Information Technology School - Die Unternehmer Hochschule Iserlohn, Veranstaltung: Business Psychology (B.Sc.), Sprache: Deutsch, Abstract: ... er läuft und läuft und läuft?!? Der VW Käfer als Vorläufer des VW New Beetles besaß eine starke Markenpersönlichkeit und wurde zum Symbol des deutschen Wirtschaftswunders. Im Rahmen dieser Untersuchung sollen 'innovative Ideen' für ein 'neues Produkt' gefunden werden. Hierzu sollen Daten und Informationen von besonders fortschrittlichen, kreativen und zukunftsorientierten Konsumenten erhoben und in den Entwicklungsprozess integriert werden. Die Ergebnisse legen nahe, die Urform vom Käfer wieder aufzunehmen, allerdings in Verbindung mit den vielfältigen, auch technischen Innovationen von morgen und übermorgen. Gelänge dieses voraussetzungsvolle Unterfangen, dürfte man sagen: 'Nostalgie ist die Wiedergutmachung von Dingen, die uns in der Gegenwart befremden' (Jockel, N. & Lippert, W., 1999).
About the Author: Anna Nauen (M.A.) studierte Business Psychology mit den Schwerpunkten Marketing und Konsumentenverhalten. Ihre Kenntnisse vertiefte die zertifizierte DiSG(R)-Trainerin durch theoretische und praktische Projekte im In- und Ausland. Hauptberuflich leitet sie seit 2013 das familiengeführte Autohaus mit den Marken Audi, Volkswagen und Volkswagen Nutzfahrzeuge in der dritten Generation.


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Product Details
  • ISBN-13: 9783656377856
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 281 gr
  • ISBN-10: 3656377855
  • Publisher Date: 26 Feb 2013
  • Height: 210 mm
  • No of Pages: 168
  • Series Title: German
  • Sub Title: Der Konsument als integraler Bestandteil im Produktentwicklungsprozess
  • Width: 148 mm


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