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Citizen Brands: Puting Society at the Heart of Your Business by Michael Willmott

Citizen Brands: Puting Society at the Heart of Your Business

by Michael Willmott
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Book cover type: Paperback
  • ISBN13: 9780470853580
  • Binding: Paperback
  • Subject: Business Management
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 274
  • Original Price: USD 59.95
  • Language: English
  • Edition: N/A
  • Item Weight: 368 grams
  • BISAC Subject(s): Management

About the Book Markennamen sind ein wesentlicher Bestandteil unserer modernen Gesellschaft, denn sie beeinflussen in gro em Umfang unser Handeln. Daher ist jeder Marketing Manager bestrebt, dass seine Marke alle anderen �bertrifft, einen gr� eren Marktanteil hat und ihren Regalplatz l�nger behaupten kann. Willmott hat eine moderne Markenstrategie entwickelt, bei der die Marke als "Citizen Brand" Verantwortung f�r das Unternehmen tragen muss, z.B. f�r die Umwelt oder in ethischen Fragen. Diese Form der Unternehmensverantwortung, auch Corporate Citizenship genannt, spielt eine wesentliche Rolle bei der Vertrauensbildung in das Unternehmen. Denn gr� eres Vertrauen in ein Unternehmen korrespondiert mit gr� erer Kundentreue. Kunden, die Ihnen vertrauen, schauen sich kaum anderweitig um, und wenn Sie einmal einen Fehler machen, sind sie eher geneigt ihn zu entschuldigen. Die Vorteile der sog. "Citizen Brands" liegen damit klar auf der Hand: bessere Marktforschung, schnelleres Erkennen und Reagieren auf potentielle Probleme, st�rkeres Kundenvertrauen und erh�hte Kundentreue. J�ngste Forschungen haben gezeigt, dass "Citizen Brands" kommerziell erfolgreicher sind als Marken, die sich nicht auf gesellschaftliche Trends konzentrieren. Eine F�lle von Fallstudien und Beispielen internationaler Unternehmen demonstriert anschaulich, welche Unternehmen Willmotts Strategie bereits erfolgreich umgesetzt haben, z.B. Johnson & Johnson, Hewlett Packard, IBM, Ben & Jerry's, Levi's, Disney und McDonalds.
Der Autor ist ein renommierter Experte auf dem Gebiet der Marktforschung; er ist Mitbegr�nder der Future Foundation, der f�hrenden unabh�ngigen Marktforschungs- und Consultingorganisation in Gro britannien.

MICHAEL WILMOTT is co-founder, with Melanie Howard, of the Future Foundation, a commercial think-tank that specializes in monitoring and forecasting consumer trends. After an initial career in social and consumer research, Michael has spent the last 10 years providing market analysis and advice on futures strategy to clients in both the public and private sectors. He is one of the most respected forecasters working in the UK today and his views on social and economic change are often sought by the media and conference organizers. He has lectured at universities on both sides of the Atlantic.
Published work while at the Future Foundation includes: The 24 Hour Society; the New Information Trade (on privacy, trust and database marketing); Inside Information (on information and knowledge management in companies); and The Millennial Family (on the future of the family in Britain).

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