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Praxis-Check digitale Markenfhrung im Mittelstand
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Oliver Errichiello und Arnd Zschiesche erklren in diesem essential das Phnomen Marke zunchst grundlegend und zeitunabhngig, gerade um die gngigen, kurzfristigen digitalen Marketingmoden zu entkrften denn berzeugen folgt im Netz den identischen Prinzipien wie am Marktstand. In einem zweiten Schritt untersttzen sie Markenverantwortliche dabei, die Faktoren zu operationalisieren, die eine Marke im Netz langfristig erfolgreich machen, und geben Schritt fr Schritt einen praxisorientierten Positionierungsbauplan. Auf wissenschaftlicher Basis verdeutlichen die Autoren, dass starke Marken niemals Empfnger, sondern immer Sender sind insbesondere dann, wenn die Welt um uns herum immer unbersichtlicher wird.
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