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Die Energie der Marke
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Product Details
Nach wie vor wird die Bedeutung von Markenfhrung in vielen Unternehmen unterschtzt. Peter Vest und Detlef Schmidt, erfahrene Praktiker aus verantwortlichen Positionen der Energiewirtschaft und der Automobilindustrie, pldieren dafr, Markenfhrung als grundlegende Fhrungsfunktion zu verstehen. Die Autoren stellen das Markenmanagement der Strommarken EnBW und Yello der Markenfhrung von Audi als Premiummarke im Automobilmarkt gegenber. Der Leser erhlt vielfltige Einsichten in die strategische Planung und operative Umsetzung der Markenfhrung dreier erfolgreicher Unternehmen.
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