Chapter2005

Kundenbezogene Ansätze des Markencontrolling

Franz‐Rudolf Esch · Tobias Langner · Christian Brünner

12 citations0/0 files storedGabler Verlag eBooks

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Governance and Management

Abstract

Marken sind zentrale immaterielle Wertschöpfer. Zahlreiche Studien belegen ihre große Bedeutung für den Unternehmenserfolg (vgl. Meffert/Bongarts, 2000; Mitchell/King/ Reast 2001; Sattler, 2001; Simon/Goertz, 2002; Esch, 2005, Kapitel I). Investitionen in Marken sollten deshalb ebenso systematisch gesteuert und kontrolliert werden wie die Investitionen in das materielle Anlagevermögen.

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2011Das Behavioral-Branding-Konzept 2009Aufbau eines ganzheitlichen Kommunikationsperformance-Measurement

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