Catalog > Scienze sociali > Economia > Verena Konig: Grundlagen der Luxus- und Premiummarkenführung (ePUB)

Verena Konig
Grundlagen der Luxus- und Premiummarkenführung [EPUB ebook]
Strategie – Instrumente – Umsetzung

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Copertina di Verena Konig: Grundlagen der Luxus- und Premiummarkenführung (ePUB)

Dieses Buch geht der Frage nach: Was ist der Unterschied zwischen einer Luxusmarke und einer Premiummarke? Verena König erklärt erstmals die unterschiedlichen Markenprinzipien von Luxus- und Premiummarken an Hand ihres DIVA-Konzepts für Luxusmarken und ihres STAR-Konzepts für Premiummarken. Dabei geht sie auf die Besonderheiten der strategischen und der operativen Führung von Luxus- und Premiummarken ein. Zur Unterstützung 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 Verkaufsförderung

-Kommunikation (Werbung, PR, Event Management, Social Media)

-Controlling

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Lingua Tedesco ● Formato EPUB ● ISBN 9783658107468 ● Casa editrice Springer Fachmedien Wiesbaden ● Pubblicato 2017 ● Scaricabile 3 volte ● Moneta EUR ● ID 6414964 ● Protezione dalla copia Adobe DRM

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