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Markenimage schaffen und verwalten by Ram Herstein, Ron Berger

Markenimage schaffen und verwalten

by Ram Herstein , Ron Berger
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Book cover type: Paperback
  • ISBN13: 9786208825348
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 300
  • Original Price: GBP 79.95
  • Language: German
  • Edition: N/A
  • Item Weight: 404 grams
  • BISAC Subject(s): Production & Operations Management

Die Mehrheit der Gesch�ftsleute weltweit betrachtet das Marketingmanagement als den dynamischsten Bereich der Unternehmensf�hrung. Einer der Hauptgr�nde daf�r liegt in der Vielzahl von Bedeutungen, die der Marke im Laufe der Jahre beigemessen wurden, sowie in der zentralen Rolle, die die Marke einerseits f�r Gesch�ftsleute und andererseits f�r Verbraucher spielt. Viele Jahre lang wurde die Marke in der Gesch�ftswelt als Produkt der Gesch�ftst�tigkeit der Marketingorganisation wahrgenommen, wodurch ihr Wert und ihr wirtschaftliches Potenzial untersch�tzt wurden. Diese Wahrnehmung �nderte sich jedoch Ende des 20. Jahrhunderts, als man begann, die Marke als wichtigstes Kapital eines Marketingunternehmens anzuerkennen. Von einem einfachen Produkt wurde die Marke zu einem verhandelbaren strategischen Instrument und ist in der Tat der Hauptanreiz f�r Fusionen und �bernahmen - ein Ph�nomen, das in der globalen Gesch�ftswelt allm�hlich allgegenw�rtig wurde. Dar�ber hinaus begann die Gesch�ftswelt, die Marke f�r eine Vielzahl von Zwecken zu nutzen, um den Status des Unternehmens, das sie vermarktet, weiter zu f�rdern. Dies zeigte sich in Image-Marketing-Ma nahmen, die darauf abzielten, das Unternehmensimage von Wirtschaftsorganisationen zu formen und zu st�rken.

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