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Markensoziologie kompakt Basics fr die Praxis
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Arnd Zschiesche und Oliver Errichiello verdeutlichen mit dieser Einfhrung in die Markensoziologie, welche sozialen Dynamiken fr den Erfolg von Marken ausschlaggebend sind. Denn Markenkraft ist immer das Resultat einer langen Kette verlsslicher Leistungen, die sich zu einem positiven Vorurteil verdichten. Die Autoren beschreiben die sozialen Gesetzmigkeiten der Kundschaftsbildung im Umfeld eines unternehmerischen Angebots. Erst mit diesem Wissen knnen Marken gezielt aufgebaut und gestrkt werden unabhngig von Managementmoden und Trends.
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