Copied Europisches Brand Management
Europisches Brand Management
Die Einfhrung des Euro und die damit verbundene Europisierung der Markenartikelindustrie erhht die Komplexitt des internationalen Marketing. Imaan Bukhari zeigt, wie das Brand Management - die Entwicklung und Umsetzung von Marketingkonzepten fr Marken - erfolgreich europisiert werden kann. Der Autor untersucht die Entscheidungsprozesse, die dem europischen Brand Management zu Grunde liegen, anhand von 50 Interviews mit Marketing-Managern internationaler Markenartikelhersteller. Konsequenterweise fhrt diese prozessuale Perspektive auch zu einer Auseinandersetzung mit der Frage, wie ein europisches Brand Management organisatorisch umzusetzen ist.
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