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Omnichannel Branding

Omnichannel Branding


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About the Book

Teil I: Context Holographic Branding - Markenkommunikation in einer erweiterten Realität
How Brands Connect to Technology
P2P mobile payments: the opportunity for banks, and factors of adoption
The adoption of contactless payments from a branding perspective
Big Data - Chancen und Risiken der Nutzung persönlicher Daten im Gesundheitssektor
Teil II: CreationCustomer Journey und digitale Kanäle - zwischen Technologieakzeptanz und Erlebniskauf Referral Marketing on Social Media Platforms - Guidelines on how businesses can identify and successfully integrate opinion leader in their online marketing strategy -Personas - who owns them?Internal-Branding - Der Mensch entscheidet. Markenerlebnisse in kommunalen Unternehmen kreieren und messbar machen. Eine Darstellung am Beispiel der Berliner Stadtreinigungsbetriebe.Teil III: ContentMarke im Transformationsprozess - Digitalisierung und Wertewandel als Treiber der MarkenkraftDifferences in Consumer Luxury Values in Germany and South KoreaTransparent, authentisch, galubwürdig? Reputationsmanagement anhand von Corporate Blogs in der LebensmittelindustrieOnline Branding for Fashion BrandsBranding for Youth - Wie erreicht man die junge Zielgruppe?

About the Author: Carola Anna Elias studierte an der Hochschule Pforzheim Design und arbeitete zunächst über zehn Jahre im Produktmanagement und in der strategischen Markenentwicklung im In- und Ausland. 1999 entschied sie sich im Rahmen eines Sabbaticals für ein weiteres Studium an der City University Seattle (WA) und absolvierte den Master of Business Administration mit Schwerpunkt International Branding. Danach erweiterte sie ihre beruflichen Stationen im Management der Burda Media Group und in der Geschäftsführung einer internationalen Markenberatungsgesellschaft.
Seit 2005 ist sie Inhaberin der Markenstrategieagentur CAE-BRANDCONSULTING in Berlin und lehrt als Professorin an der MD.H (Mediadesign Hochschule), Berlin im Fachbereich Medien- und Kommunikationsmanagement. Sie beschäftigt sich als Coach, Fachautorin und Rednerin momentan schwerpunktmäßig mit Cultural & Structural Change im Rahmen werteorientierter Markentransformation.
Vittoria von Gizycki promovierte nach ihrem Studium der Betriebswirtschaftslehre am Lehrstuhl für Marketing der TU Berlin. Anschließend arbeitete sie mehrere Jahre erfolgreich in den Bereichen Design und Beratung, unter anderem bei MetaDesign, wo sie sich bereits frühzeitig auf Online-Anwendungen und Usability spezialisierte. Weitere Berufserfahrung sammelte sie bei der Durchführung von Projekten und Schulungen in der Stahlindustrie sowie im internationalen Marketing von MBA- und Weiterbildungsprogrammen.Seit 2011 ist sie Professorin für Allgemeine Betriebswirtschaftslehre, insbesondere Marketing, an der Hochschule für Wirtschaft und Recht Berlin (HWR), wo sie den Studiengang Master of International Business Management mit aufbaute und dessen Studiengangsleiterin sie heute ist. Ihr besonderes Forschungsinteresse gilt den Veränderungen im Kaufprozess von Konsumenten durch digitale Elemente. Zu diesem Themengebiet führt sie regelmäßig Marktforschungsprojekte für überwiegend kleine und mittelständische Unternehmen durch.
Mit Beiträgen von:
Martin AdamSabrina DudaJosé Carlos Gonzáles VeraThorsten KadelLeif Erik KleiveneAmelie MüllerBirgit Nimke-SliwinskiPratiksha PatilKevin PröselSimone ReitbauerKaren RosskampCaroline Rüdt von Collenberg Björn ValentinYoungmoon Yoo


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Product Details
  • ISBN-13: 9783658214494
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Digitalisierung ALS Basis Erlebnis- Und Beziehungsorientierter Markenführung
  • Width: 170 mm
  • ISBN-10: 365821449X
  • Publisher Date: 06 Sep 2018
  • Height: 244 mm
  • No of Pages: 353
  • Spine Width: 20 mm
  • Weight: 643 gr


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