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Marke neu denken
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Erich Posselt erffnet in seinem Buch eine neue Perspektive auf den Konsumenten als emanzipierten Markenaneigner, der die Marke nicht nur kauft, sondern fr sich interpretiert und fr eigenntzige Motive benutzt. Er beschreibt die Kennzeichen dieses Wandels und seine Auswirkungen auf Konsum und die Zielgruppe der Kufer. In Fallbeispielen wird der Aneignungsprozess verdeutlicht. Renommierte Autoren aus Wissenschaft und Praxis prsentieren das Wesen der Aneignung aus unterschiedlichen Blickwinkeln und inspirieren zu einem neuen Denken und einem neuen Umgang mit der Marke.
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