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Markenmanagement
Lehrbuch der professionellen Markenführung
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Peter Runia
Language:
German
Published/Copyright:
2022
About this book
A compact overview of all issues of brand management relevant to academia and practice. This book provides an overview of the pertinent brand management models, focusing on a brand’s identity-based perception. It intensively portrays both marketing and brand strategies, and links them to the operative level of the marketing mix. Moreover, it takes into account brand evaluation and controlling.
- Markenmanagement auf den Punkt gebracht
- Umfassende Markenperspektive
- Markenführung dargelegt an spezifischen Praxisbeispielen
Author / Editor information
Prof. Peter M. Runia and Prof. Frank Wahl, FOM University of Applied Sciences, Essen, Germany.
Topics
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Publishing information
Pages and Images/Illustrations in book
eBook published on:
October 3, 2022
eBook ISBN:
9783110526318
Paperback published on:
October 3, 2022
Paperback ISBN:
9783110526301
Pages and Images/Illustrations in book
Front matter:
7
Main content:
254
Illustrations:
57
Coloured Illustrations:
12
Tables:
6
Keywords for this book
Markenmanagement; Markenführung; Markenpositionierung; Markenidentität; Markenimage; Markenbewertung
Audience(s) for this book
Business students specializing in marketing at univeresities and universities of applied sciences
Safety & product resources
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Manufacturer information:
Walter de Gruyter GmbH
Genthiner Straße 13
10785 Berlin
productsafety@degruyterbrill.com
