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Product strategy --- Advertising. Public relations --- merken

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Branding --- Merkstrategieën --- Merkbeleid --- Marketingstrategieën --- Merken --- Klantenbinding --- Merkstrategie --- Marketingstrategie --- Merk

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This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious. The book is divided into three main parts: the first part discusses the theoretical and legal aspects of consumers’ behaviour, analysing the government's role in regulating consumer behaviour and the role of the European Union. The second part then examines organisational strategies, such as omni-channel retailing and branding products. And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy. .

Market research --- Product strategy --- Advertising. Public relations --- merken --- marktonderzoek

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This book describes the basics and success factors of ecological and social brand management and shows how innovative corporations, family and social enterprises implement them. With the resolution of the "European Green Deal" and the "UN Environment Agenda 21" at the latest, no company can afford not to develop its business model in an ecologically and socially fair way or to start the transformation now at the latest. This results in a wide range of tasks for managing a green, innovative business model across all industries. This book is a translation of the original German 2nd edition, Grüne Markenführung by Oliver Errichiello and Arnd Zschiesche, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2021. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors. In the second edition of the work, the authors clarify the structural causes that make the economy increasingly green. Using current examples from different segments such as food, textiles, cosmetics, but also the financial services industry, practice-relevant success concepts are vividly described using current case studies. Concrete instructions for implementation in practice make this book an inspiring guide. The content Green consumption, the history of the organic sector and its economic importance today Green trends and the real meaning of the famous "lohas" Analyze and control the fields of action of green brand strategies Management and development of authentic brands with the brand's success profile The six principles of green branding in day-to-day business The Authors Prof. Dr. Oliver Errichiello and Prof.Dr. Arnd Zschiesche are managing directors of the office for brand development in Hamburg. In addition, they are lecturers for brand sociology and brand management at the University of Hamburg and the universities in Lucerne and Mittweida.They have published numerous books on brand management and brand sociology.

Product strategy --- Advertising. Public relations --- merken --- E-books

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Strategisch merkenmanagement gaat over merken, waarom merken belangrijk zijn, wat ze betekenen voor consumenten en professionals en wat organisaties moeten doen om ze op de goede manier te beheren. Het boek bestrijkt het complete vakgebied en maakt door de vele cases en voorbeelden de alledaagse praktijk van branding inzichtelijk.Onderwerpen die onder meer aan bod komen zijn: - de merkpositionering en de identificatie van merkwaarden- het creëren van klantgerichte merkmeerwaarde- de rol van het merk in relatie tot design, marketing- en communicatieprogrammas- het beheren en meten van merkmeerwaarde- de merkarchitectuur van corporate brands, family brands en individual brands- nieuwe trends in branding, zoals internationalisering versus lokaliseringDeze vierde editie is inhoudelijk geactualiseerd met up-to-date voorbeelden en cases. Bovendien zijn er nieuwe inzichten toegevoegd over neurowetenschappen evenals psychologische en sociale inzichten met betrekking tot branding. Daarnaast besteedt deze edite aandacht aan duurzaam merkleiderschap. Ten slotte is de bestaande website bij het boek vervangen door MyLab Nederlandstalig. DoelgroepStrategisch merkenmanagement is geschreven voor studenten in het hoger economisch onderwijs en voor de beroepspraktijk in design en management van merken, marketing en marketingcommunicatie. Bron : http://www.pearsoneducation.nl

Merken. --- Strategisch management. --- Merkenmanagement. --- Marketing --- Merken --- 658.626 --- marketing --- merkenmanagement --- merkproducten --- PXL-Business 2019 --- reclame --- marketingcommunicatie --- merken --- merkbeleving --- Merkbeleid --- Merkstrategieën --- Positionering --- Marketinginstrumenten --- Marketingstrategieën --- Branding --- Strategisch management --- Merk --- Merkstrategie --- Marketingmix --- Marketingstrategie --- Kostenbeheersing