Markus Meierer
International Corporate Brand Management
Evaluating Standardized Corporate Branding Across Countries
Paperback Engels 2010 2011e druk 9783834924605Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.
Specificaties
ISBN13:9783834924605
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:206
Uitgever:Gabler Verlag
Druk:2011
Hoofdrubriek:Reclame en verkoop, Marketing, Reclame en verkoop
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Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan