Zwar üben erfolgreiche Marken eine ungebrochene Faszination auf Konsumenten aus, doch sind die Anforderungen an das Markenmanagement in den letzten Jahren rapide gestiegen. Im Zentrum der modernen Markenführung steht heute das Relationship Marketing, dessen Ziel der Auf- bzw. Au…
Digit al branding in perspective -- What digital branding really means -- Focusing on value -- Considering the user journey -- Objectives and authenticity -- The digital toolkit -- Social media -- Search -- Mobile -- Online advertising -- Crm and marketing automation -- From int…
"[This work] provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. It draws together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, to deliver …
"Marking enterprises succeed because they invent alternative approaches to branding, marketing, and strategizing. This challenging book makes them explicit and repeatable. It offers a new framework to business practices and to management sciences."--Jacket.
"Marking enterprises succeed because they invent alternative approaches to branding, marketing, and strategizing. This challenging book makes them explicit and repeatable. It offers a new framework to business practices and to management sciences."--Jacket.