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Evidenzbasiertes Markenmanagement

Preis-Qualitäts-Positionierung und Social Media Analytics

Language GermanGerman
Book Paperback
Book Evidenzbasiertes Markenmanagement Sophie Fleischmann
Libristo code: 02870243
Publishers Springer Gabler, November 2015
Sophie§Fleischmann trägt mit diesem Buch zu einer Entmystifizierung des§Markenmanagements bei. Vor d... Full description
? points 140 b
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Sophie§Fleischmann trägt mit diesem Buch zu einer Entmystifizierung des§Markenmanagements bei. Vor dem Hintergrund mangelnder Fundierung widmet sich§die Autorin mit umfangreichen Empirien zwei zentralen Entscheidungsfeldern des§Markenmanagements: Der Markenstrategie und der Markenkontrolle. Im Rahmen der§Markenstrategie liegt der Fokus auf der Preis-Qualitäts-Positionierung. Es§werden systematisch Nachweise in Bezug auf die Kategorisierungsprozesse der§Konsumenten hinsichtlich Preis und Qualität erbracht und eine Verknüpfung der§Positionierung mit dem Unternehmenserfolg vorgenommen. Im Bereich der Markenkontrolle§werden Messmethoden durch Hinzunahme von Daten aus sozialen Medien§weiterentwickelt. Konkret wird untersucht, inwieweit sich Markenindikatoren§anhand von öffentlich verfügbaren Daten sozialer Medien approximieren lassen.§Auf diese Weise werden die Diskrepanzen zwischen Online- und§Offline-Marktforschung und somit die Grenzen einer§Marktforschungsautomatisierung aufgezeigt.§

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About the book

Full name Evidenzbasiertes Markenmanagement
Author Sophie Fleischmann
Language German
Binding Book - Paperback
Date of issue 2015
Number of pages 187
EAN 9783658119973
ISBN 3658119977
Libristo code 02870243
Publishers Springer Gabler
Weight 272
Dimensions 148 x 210 x 12

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
Economics, Finance, Business & Management > Business & Management > Management & management techniques
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