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It is often said that the relevance of corporate branding will only increase in the coming years, given the increasingly competitive environment has become due to the rise of social media, the fragmented media landscape and overall societal concerns and expectations regarding trust, credibility and transparency, this book updates our knowledge about how corporate branding can be relevant to and influence consumers.
Reclame --- Marketing --- Bedrijfsmerken --- Corporate branding --- SWOCC --- Branding --- Interne marketing --- Merkbeleid --- Consumentengedrag --- #SBIB:309H2800 --- Reclame: algemene werken --- Financiewezen
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In deze publicatie onderzoekt SWOCC de rol die het merk speelt in de business-to-businessmarkt. Naast een uitgebreid literatuuronderzoek en een breed kwantitatief onderzoek onder 380 Nederlandse zakelijke kopers, zijn met inkopers enkele aankooptrajecten volledig doorlopen. Er worden onder meer uitspraken gedaan over de manier waarop bedrijven (in)kopen, welke rol het merk speelt in zakelijke aankoopbeslissingen en welke zakelijke kopers het meest gevoelig zijn voorDoor vanuit de koper te redeneren, komen b2b-marketeers te weten in welke situaties, op welke momenten en met welke acties zij een aankoopproces kunnen beïnvloeden.Bron : http://www.swocc.nl
Merken. --- Corporate branding. --- Organisaitemerk. --- B2B (business-to-business) --- SWOCC --- b2b --- Webcare --- b2b. --- Webcare. --- B2b. --- Merkbeleid --- Merkstrategieën --- Merken --- Business-to-Business marketing --- #SBIB:309H2812 --- Marketing, consumentengedrag, consumentisme --- Business management --- merken --- Verkopen --- Marketing --- Merkstrategie --- Merk
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Organisatie identiteit speelt een centrale rol in het succes van merken en organisaties. Een vitale identiteit geeft organisaties een gedeeld, relevant en onderscheidend handelingsperspectief. Het is een voorwaarde voor een sterke reputatie, creëert concurrentievoordeel, draagt bij aan winstgevendheid en is een succesfactor voor cultuurverandering.Dit boek laat zien hoe merk- en organisatievraagstukken vervlochten zijn en gaat over de identiteit van de organisatie als kompas voor (merk)strategie en marketing & communicatie. De auteur is expert in positionering en identiteitsontwikkeling.Bron : http://www.managementboek.nl
Communicatie --- Marketing. --- Organisatieleer. --- Organisaties. --- organisatiemanagement --- bedrijfsimago --- organisatiecultuur --- Personnel management --- Organization theory --- merken --- Bedrijfsimago --- Merken --- Organisatieleer --- Personeelsbeleid --- PXL-Business 2015 --- organisatiekunde --- strategisch management --- Positionering --- Identiteit --- Merkstrategieën --- Corporate image --- Reputaties --- Profiel en imago --- 369.1 --- marketing --- organisatieleer --- corporate identity --- #KVHA:Economie --- #KVHA:Marketing --- organisatietheorie --- #KVHA:Corporate branding --- marketing, marktonderzoek, marktanalyse --- 65 --- Monograph --- Merk --- Merkstrategie --- Reputatie --- Profiel --- Imago
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Publicatie 75 Corporate branding and consumers on social media geeft aanbevelingen voor het opzetten van een social media strategie met de corporate brand in gedachten. Gebaseerd op analyses over het social media gedrag van consumenten en bedrijven, wordt antwoord gegeven op de vraag: welke beslissingen dienen bedrijven te nemen bij het opzetten (of heroverwegen) van hun social media activiteiten om het corporate merk optimaal te benutten?ron : http://www.swocc.nl
E-mail. --- Social media ; Consumenten. --- Social media ; Merken. --- merkbetrokkenheid --- Consumer behavior --- Product strategy --- merkentrouw --- consumentengedrag --- sociale media --- Corporate branding --- Bedrijfsmerken --- Marketing --- SWOCC --- #SBIB:309H2800 --- #SBIB:309H2811 --- #SBIB:303H14 --- Reclame: algemene werken --- Reclame: bedrijfseconomische aspecten, productie- en distributiestructuren (bedrijfstak, media, mediaplanning) --- Methoden en technieken van de communicatiewetenschap --- Cybermarketing --- Direct marketing --- Direct mail --- E-mail --- Trends --- Branding --- Interne marketing --- Merkbeleid --- Consumentengedrag --- Sociale media --- Trend --- Financiewezen --- Onlinemarketing
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Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process.
Branding (Marketing) --- basics of branding --- positioning statement --- emotional branding --- consumer insights --- corporate branding --- global branding --- country branding --- market research --- creativity --- ideation --- innovation model --- brand names and logos --- B2B --- business-to-business --- value proposition --- value pricing --- commoditization --- marketing and sales alignment --- silos --- brand trust --- social media --- brand architecture --- personal branding --- employer branding --- brand equity --- B2C --- business-to-consumer
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The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to diverse target audiences. However, in the absence of research on international students’ preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardization. Lena Christiaans investigates the impact of between-country differences, e.g. differences in national culture or economic wealth, on students’ preferences in relation to the effects of within-country differences in individuals’ characteristics. Combined with a segmentation of the European graduate market, the results provide readers with insight into the development of employer value propositions for business and engineering target groups. Contents - Core Concepts of Employer Branding - Contributions from Cross-Cultural Research - Employer Branding Strategy - Multilevel Analysis Target Groups - Researchers and students in the fields of employer branding, corporate branding, management, marketing, communications - Managers and experts with focus on employer branding, HR marketing, HR, corporate communications About the Author Lena Christiaans obtained her doctorate at the Chair in Corporate Management at Universität Hohenheim and currently works as a reputation manager in the Corporate Communications department of a DAX-30-company in Dusseldorf.
Corporate branding. --- Employees -- Recruiting. --- Management. --- Commerce --- Business & Economics --- Marketing & Sales --- International business enterprises --- Branding (Marketing) --- Employees --- Employees. --- Recruiting. --- Recruiting of employees --- Recruitment of employees --- Brand name products --- Marketing --- Business. --- Management science. --- Marketing. --- Entrepreneurship. --- Business and Management. --- Business and Management, general. --- Manpower planning --- Personnel management --- Employment agencies --- Advertising --- Entrepreneur --- Intrapreneur --- Capitalism --- Business incubators --- Trade --- Economics --- Management --- Industrial management --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Aftermarkets --- Selling --- Quantitative business analysis --- Problem solving --- Operations research --- Statistical decision
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