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Markenmanagement

Author: Reinhard Hünerberg
Publisher: [Place of publication not identified] : Books on Demand GmbH : UVK Verlagsgesellschaft mbH, Konstanz ; München : UVK Verlagsgesellschaft mbH 2017. [2017] © 2017
Edition/Format:   eBook : Document : German : 2., überarbeitete und erweiterte AuflageView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Hünerberg, Reinhard.
Markenmanagement.
Berlin : UVK Verlagsgesellschaft, ©2017
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Reinhard Hünerberg
ISBN: 9783739803487 3739803487 9783739803494 3739803495
OCLC Number: 1003284740
Description: 1 online resource
Contents: Titelseite; Impressum; Vorwort zur 2. Auflage; Vorwort zur 1. Auflage; Inhaltsverzeichnis; Abbildungsverzeichnis; 1 Markenmanagement im Marketing; 1.1 Markierung und Marke; 1.2 Funktionen der Marke; 1.3 Marketing und Marke; 2 Rahmenbedingungen; 2.1 Unternehmenssituation; 2.2 Marktsituation; 2.3 Piraterie und Rechtsschutz; 3 Konstitutive Markenentscheidungen; 3.1 Festlegung der Markierung; 3.2 Aufbau eines Markenportfolios; 3.3 Änderung konstitutiver Markenentscheidungen; 4 Markenführungsentscheidungen; 4.1 Festlegung der Markenposition; 4.2 Aufbau interner Markenidentität. 4.3 Generierung eines externen Markenimages5 Informationsbasis für Markenentscheidungen; 5.1 Datenermittlung für die Markenpolitik; 5.2 Planung der Markenentwicklung; 5.3 Kontrolle des Markenerfolges; Wiederholungsfragen und Vertiefungshinweise; Literatur; Index; Weitere Informationen.
Responsibility: Reinhard Hünerberg.

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