Copied Impulse fr die Markenpraxis und Markenforschung
Impulse fr die Markenpraxis und Markenforschung
Der Tagungsband enthlt 20 Beitrge, die anlsslich der internationalen Konferenz DerMarkentag 2011 prsentiert und von ReviewerInnen nach einem doppelt-blinden Verfahren begutachtet und fr die Verffentlichung empfohlen wurden. Diskutiert wurde u.a. ber die Trends in der Markenfhrung und Markenforschung, erste Anstze einer neuro-physiologischen Markentheorie, Employer Branding, Variety Seeking, Brand Values, die Nation als Marke, Interaktionstreiber in der Facebook-Kommunikation, Markenloyalitt bei Nonprofit-Organisationen, Markenarchitekturbildung in der pharmazeutischen Industrie, CSR-Marken, Markenfhrung fr B-to-B-Familienunternehmen, Merkmale von authentischen Marken.
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