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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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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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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