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Die Kulturmarke FNAC im französischen Buchhandel by Gouverneur, Kirstin

Die Kulturmarke FNAC im französischen Buchhandel

by Kirstin Gouverneur
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Book cover type: Paperback
  • ISBN13: 9783656659495
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 140
  • Original Price: USD 41.9
  • Language: German
  • Edition: N/A
  • Item Weight: 191 grams
  • BISAC Subject(s): Library & Information Science / General

Magisterarbeit aus dem Jahr 2007 im Fachbereich Buchwissenschaft, Note: 1,0, Johannes Gutenberg-Universität Mainz (Buchwissenschaft), Sprache: Deutsch, Abstract: Die Fnac (Fédération Nationale d'Achat des Cadres) gehört zur Gruppe Pinault-Printemps-Redoute und ist führend auf dem Gebiet der Distribution kultureller und technologischer Produkte. 1954 von André Essel und Max Theret in Paris als Konsumentenvereinigung gegründet, verfügt das Unternehmen heute über 67 Ladengeschäfte allein in Frankreich sowie 45 weitere in Belgien, Spanien, Portugal, Italien, Schweiz, Brasilien und Taiwan. 2004 wurde ein Umsatz von 4,1 Mrd. Euro vermerkt. Die Fnac ist in jeder ihrer Produktgruppen Marktführer. Sie gilt heute als die erste Adresse unter den Buchhandlungen in Frankreich. 2004 wurden hier mehr als 36 Mio. Bücher verkauft. Aber nicht nur Kommerz, sondern auch Beratung und kulturelle Aktion werden mit dem Namen Fnac verbunden. In Zusammenarbeit mit nationalen und lokalen Partnern werden jährlich mehr als 15.000 Aktionen unterschiedlichster Art präsentiert. Au erdem ist sie für ihr soziales und politisches Engagement bekannt. Dieses ist heute notwendig, denn mehr denn je gilt: "Be different or die!" Auch im verbreitenden Buchhandel spielen Markenbildung und Markenpflege eine zunehmend wichtigere Rolle. In diesem Zusammenhang sind folgende Fragen von besonderem Interesse: 1. Welche Konzepte führten zum Erfolg der Fnac? 2. Welche Strategien sichern diesen heute? 3. Wie innovativ sind die Ideen und inwieweit lassen sie sich auf den internationalen Buchmarkt übertragen? 4. Inwiefern können sie richtungweisend für deutsche Buchhandlungen sein? 5. Kann man im Zusammenhang mit der Fnac von einer Kulturmarke sprechen? Der Fokus der Magisterarbeit liegt damit auf einer Analyse der Strategien im Stammland Frankreich und den internationalen Marketingma nahmen der Fnac sowie der Frage nach ihrem Status als Kulturmarke. Die Arbeit leistet eine gut reflektierte Einleitung, eine knappe, ab

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