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Europisches Brand Management
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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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