Kategoria BISAC: Business & Economics >> International - Marketing

Das Buch -Marketing fur Handelsmarken. Leitfaden fur erfolgreiche Handelsmarkenentwicklung im Lebensmitteleinzelhandel- von Joachim Hurth und Hermann Sievers gibt den aktuellen Stand der Handelsmarkenforschung im deutschen Handel wieder. Die Autoren gehen nach den Grundlagen der Handelsmarkenpolitik auf die Marktbedeutung und auf die Perspektiven von Handel, Hersteller und Konsument ein. Die Konzepte, die von den Akteuren angewendet werden, bilden einen weiteren Schwerpunkt des Buches. Dabei geht es um vorhandene Marketing- und Markenkonzepte und um die Instrumente, mit denen man die...

Have you ever wondered what makes customers go wild over some companies, and yet ignore others?
Why can some brands effortlessly draw a raving fan base, while others are just "there?"
How do some companies "just get it," while others keep making one mistake after another?
I've been in digital marketing for over 20 years and have dealt with thousands of businesses. In all of the situations I've encountered, this has been the most fundamental question in my mind, "What is the key factor between the success of the 'haves, ' and the failure of the 'have nots?'"
What is...

This is an edited collection examining different elements of branding within the context of Asia. Written by experts, it provides insights into current applied research on the relationship between companies, brands and consumers across key Asian economies.

Succeed Globally. Passport Not Required.

You don’t need to travel the world to take your company global. What you do need is an open mind and the desire to become a global generalist. This book will help. Based on 15 years of experience helping companies go global, author John Yunker provides:

• A process for creating world-ready products, websites, and software


• Cultural insights into China, Russia, Germany, Brazil, India, and more


• Tips for localizing text, images, icons, and pictures for the world


• New rules of the...

How to Buy a Gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive, and more effective ways.

A well-informed exploration of the eternal triangle of marketing, agency, and procurement that will provide valuable guidance and insight to anyone involved in the purchasing,...

In marketing and business contexts, a value proposition is an innovation, service or feature intended to make a company or product attractive to customers. Having a clearly defined, quantified and conveyed value proposition will help companies become more profitable, but very few businesses use them effectively. In fact, recent McKinsey research shows that although 70-80% of companies talk about value propositions, only 5% actually have them in a meaningful form. Malcolm McDonald on Value Propositions is an information-packed primer that helps readers understand exactly why...

Apples to Apples is the first book to link branding and company culture in a way that gives business people the means to stand out from their competition. The author makes a convincing argument for the advantages of competitive differentiation, and guides readers through the process of finding meaningful points of difference. Apples to Apples defines the traits necessary to develop a premium brand that produces higher sales and greater profits than competitors. The author goes on to show readers how to create these traits in their own companies, emphasizing the need to follow through,...