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Grundlagen der Luxus- und Premiummarkenfhrung

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658107468
Condition
New
Product Description

Dieses Buch geht der Frage nach: Was ist der Unterschied zwischen einer Luxusmarke und einer Premiummarke? Verena Knig erklrt erstmals die unterschiedlichen Markenprinzipien von Luxus- und Premiummarken an Hand ihres DIVA-Konzepts fr Luxusmarken und ihres STAR-Konzepts fr Premiummarken. Dabei geht sie auf die Besonderheiten der strategischen und der operativen Fhrung von Luxus- und Premiummarken ein. Zur Untersttzung gibt sie zahlreiche Tipps, wie man eine Luxusmarke oder eine Premiummarke aufbauen kann. Zur Veranschaulichung tragen verschiedene Fallbeispiele (z. B. Farrow & Ball, DURAVIT, Rolex, Land Rover) bei. Der Inhalt - Strategische Grundlagen und Positionierung - Produktmanagement - Preismanagement - Online- und Offline-Vertrieb und Verkaufsfrderung - Kommunikation (Werbung, PR, Event Management, Social Media) - Controlling.

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