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Behavioral Branding
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Marken werden nicht nur durch Produkte und Marketingkommunikation aufgebaut, sondern auch durch das Verhalten aller Mitarbeiter des Unternehmens. Die Autoren zeigen Methoden zur Analyse der Schwachstellen im Brand Behavior des Mitarbeiters auf. Sie entwickeln ein strategisches Konzept, um die Marke durch Mitarbeiter-Kunden-Interaktion zu strken. Zur Veranschaulichung werden aktuelle Ergebnisse aus Forschungsprogrammen sowie Beitrge von Praktikern aus unterschiedlichen Branchen aufgefhrt. Neu in der 3. Auflage Die 3. Auflage wurde vollstndig berarbeitet, aktualisiert und um neue Kommunikationsinstrumente der Corporate Brand ergnzt.
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