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Marken als Sinnstifter

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658050191
Condition
New
Product Description

Bio-Brands oder Fair-Trade-Produkte stehen hoch im Kurs, weil Konsumenten heutzutage auf Glaubwrdigkeit setzen und bereit sind, durch Kufe Verantwortung zu bernehmen. Was bedeutet das fr Unternehmen und ihre Markenfhrung konkret? Wie knnen Produkte fr Konsumenten Sinn stiften? Der Markenexperte Sandro Abbate erklrt anschaulich und leicht verstndlich, wie Unternehmen eigene Erfolgsfaktoren und Kernkompetenzen fr den Auf- und Ausbau von sinnstiftenden Marken nutzen. Er erlutert Strategien, die Markenverantwortliche individuell fr ihr Unternehmen entwickeln knnen, um Produkte und Brands mit einem konkreten gesellschaftlichen oder kologischen Nutzen zu schaffen und damit Neukunden zu gewinnen und Bestandskunden langfristig zu halten. Mit ausfhrlichen Praxisbeispielen und Experteninterviews.

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