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Author :
Publisher :
ISBN 13 :
Total Pages : 167 pages
Book Rating : 4.:/5 (778 download)
Download or read book Markenbewertung in Der Unternehmenspraxis written by and published by . This book was released on 2011 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Martin Lagarden
Publisher : Springer-Verlag
ISBN 13 : 3834968307
Total Pages : 173 pages
Book Rating : 4.8/5 (349 download)
Download or read book Markenbewertung in der Unternehmenspraxis written by Martin Lagarden and published by Springer-Verlag. This book was released on 2011-08-09 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: Eine umfangreiche empirische Datensammlung und Analyse bildet die Grundlage für dieses Werk. Der Autor erläutert auf dieser Basis die Implikationen für die Theorie und Praxis der Markenbewertung und gibt wertvolle Empfehlungen zur Durchführung von Markenbewertungen in Unternehmen.
Author : Lutz Hundertmark
Publisher : diplom.de
ISBN 13 : 3832444556
Total Pages : 92 pages
Book Rating : 4.8/5 (324 download)
Download or read book Einsatzmöglichkeiten ökonomischer Markenbewertungsmodelle in der Unternehmenspraxis written by Lutz Hundertmark and published by diplom.de. This book was released on 2001-09-03 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Einleitung: In der heutigen Wirtschaftsordnung haben Marken eine herausragende Stellung erlangt. Aus betriebswirtschaftlicher Sicht hat sich dadurch für die Unternehmen die Frage gestellt, ob es Methoden gibt, die in der Lage sind, für Marken objektive Wertansätze zu ermitteln. So ist die Frage nach der Quantifizierung von Markenwerten seit Anfang der 90er Jahre zu einem viel diskutierten Thema in der Marketing-Wissenschaft geworden. Die vorliegende Arbeit greift diese Fragestellung auf, indem die Einsatzmöglichkeiten von ökonomischen Markenbewertungsmodellen in der Unternehmenspraxis ausführlich dargestellt und beurteilt werden. Gang der Untersuchung: Im folgenden Kapitel 2 wird zunächst der Begriff der Marke definiert. Danach werden Erscheinungsformen und Funktionen von Marken kurz vorgestellt. Anschließend wird in Kapitel 3 zuerst erläutert, welche unterschiedlichen Begriffsdefinitionen für den Markenwert in der betriebswirtschaftlichen Literatur diskutiert werden. Danach folgt eine ausführliche Darstellung der verschiedenen Einsatzmöglichkeiten von Markenbewertungen in der Praxis. Am Ende des dritten Kapitels werden die zuvor theoretisch dargestellten Einsatzmöglichkeiten auf ihre Relevanz für den praktischen Einsatz in Unternehmen geprüft. Dabei wird herausgearbeitet, dass die meisten Unternehmen laut Befragungen das Markencontrolling als die zentrale Einsatzmöglichkeit von Markenbewertungsmodellen ansehen. In Kapitel 4 wird zunächst ein Überblick darüber gegeben, welche unterschiedlichen Modelle zur Bewertung von Marken im Laufe der Zeit entwickelt worden sind. Diese Modellansätze werden anschließend in praxisorientierte und theoretische Markenbewertungsmodelle kategorisiert. Dabei werden aus jeder dieser Kategorien einige wichtige Markenbewertungsmodelle ausführlich dargestellt. Bei der Auswahl der dargestellten Modellansätze wird bewusst der Schwerpunkt auf neuere Ansätze der Marktwertforschung gelegt. Am Ende des Kapitels 4 werden dann wiederum Ergebnisse von Unternehmensbefragungen vorgestellt, um die Frage zu beantworten, inwieweit Markenbewertungsmodelle in der Unternehmenspraxis tatsächlich eingesetzt werden. In Kapitel 5 wird schließlich die Eignung ausgewählter Markenbewertungsmodelle für die Unternehmenspraxis geprüft. Da die in Kapitel 3 beschriebenen Einsatzzwecke für Markenbewertungen ein sehr breites Spektrum an Anwendungsmöglichkeiten abdecken, ist eine pauschale Aussage bezüglich der Eignung einzelner [...]
Author : Andrea Müller
Publisher : diplom.de
ISBN 13 : 3832476571
Total Pages : 117 pages
Book Rating : 4.8/5 (324 download)
Download or read book Markenwerte written by Andrea Müller and published by diplom.de. This book was released on 2004-01-30 with total page 117 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Zusammenfassung: Heute ist die Marke nicht mehr nur der bloße Name, unter welchem ein Produkt vertrieben wird, sondern sie hat sich zu einer Größe entwickelt, die erheblich an Bedeutung gewonnen hat und zu den wichtigsten Erfolgsfaktoren eines Unternehmens zählt. Für viele Unternehmen gehören Marken zu den bedeutungsvollsten Einflussfaktoren des Unternehmenserfolges. Noch vor vielen Jahren wurden Unternehmen bloß anhand der Substanz, wie an Grundstücken, Maschinen, Produkten und dem Umsatz bewertet. Heute sind zunehmend auch immaterielle Größen wie der Markenwert zu einflussreichen Kennzahlen geworden. Besonders starke Marken stellen für die Unternehmen wichtiges Kapital und dauerhaftes Vermögen dar, da sie entscheidend zur Steigerung des Gewinns und des Shareholder Value beitragen. Aus betriebswirtschaftlicher Sicht stellt sich dadurch für die Unternehmen die Frage, ob es Methoden gibt, die in der Lage sind, objektive Wertansätze für Marken zu ermitteln. Bislang jedoch existiert keine allgemein anerkannte Methode zur Ermittlung des Markenwertes, die den Beitrag der Marke zum Unternehmenswert quantifizieren könnte. Die vorliegende Arbeit greift diese Fragestellung auf, indem Markenbewertungsmodelle vorgestellt und vor dem Hintergrund der praktischen Einsatzmöglichkeit im Unternehmen kritisch hinterfragt werden. Zu Beginn der Arbeit werden zunächst Grundlagen geschaffen, indem der Markenbegriff definiert wird, Anlässe zur Markenbewertung, sowie Indikatoren, durch welche der Markenwert bestimmt wird herausgefiltert werden. Anschließend werden ausgewählte Markenbewertungsmodelle vorgestellt und vor dem Hintergrund der gestellten Anforderungen und der verschiedenen Einsatzmöglichkeiten kritisch beurteilt. Diese Modelle werden in finanzorientierte, marketingorientierte, sowie in kombinierte Bewertungsmodelle kategorisiert. Inhaltsverzeichnis:Inhaltsverzeichnis: AbkürzungsverzeichnisV AbbildungsverzeichnisVII TabellenverzeichnisVIII Kapitel 1: Einleitung2 1.1Einführung2 1.2Aufbau der Arbeit3 Kapitel 2: Abgrenzung des Markenbegriffes und die Bedeutung der Marke für die Unternehmen4 2.1Begriffsabgrenzung und Definition4 2.2Erscheinungsformen von Marken5 2.3Die zunehmende Bedeutung der Marke und ihres Wertes für die Unternehmensentwicklung6 Kapitel 3:Der Markenwert12 3.1Begriffsabgrenzung und Definition12 3.2Anlässe zur Markenbewertung14 3.2.1Unternehmensinterne Bewertungsanlässe16 3.2.2Unternehmensexterne [...]
Author : Sascha Kraus
Publisher : Edward Elgar Publishing
ISBN 13 : 1800889240
Total Pages : 485 pages
Book Rating : 4.8/5 (8 download)
Download or read book Research Handbook on Entrepreneurship and Innovation in Family Firms written by Sascha Kraus and published by Edward Elgar Publishing. This book was released on 2023-03-02 with total page 485 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive Research Handbook offers new insights into how family businesses use entrepreneurship and innovation to address global challenges and ensure their survival and growth across generations.
Author : Philip Gross
Publisher : Springer
ISBN 13 : 3658072504
Total Pages : 370 pages
Book Rating : 4.6/5 (58 download)
Download or read book Growing Brands Through Sponsorship written by Philip Gross and published by Springer. This book was released on 2014-11-07 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co‐sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co‐sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.
Author : Alexis Papathanassis
Publisher : Springer Science & Business Media
ISBN 13 : 3322818799
Total Pages : 319 pages
Book Rating : 4.3/5 (228 download)
Download or read book Post-Merger Integration and the Management of Information and Communication Systems written by Alexis Papathanassis and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Alexis Papathanassis postulates that ICS ought to be treated as a complex and demanding management process and that it should be acknowledged as a key enabler of merger value realization. The application of his "Post-merger information and communication systems framework" (POMICS) on a real-life post-merger integration situation in a tourism company serves as a validation and as an illustration of the framework's potential value. It also gives valuable insights into some of the key questions facing the entire tourism sector today.
Author : Anne Gregory
Publisher : Taylor & Francis
ISBN 13 : 1000603415
Total Pages : 186 pages
Book Rating : 4.0/5 (6 download)
Download or read book Strategic Public Relations Leadership written by Anne Gregory and published by Taylor & Francis. This book was released on 2022-07-22 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Public relations professionals are operating in an increasingly challenging and complex environment. Pressures from outside the organisation include new accountabilities, empowered stakeholders, increased public cynicism and a new communication landscape. Internally, there are increasing demands to demonstrate a strategic contribution, alongside a requirement to coach and counsel senior managers exposed to these environmental pressures. This revised and updated edition provides a framework to enable public relations professionals to clearly articulate and demonstrate their own contribution to organisational effectiveness, while also setting out the specific capabilities public relations leaders must exhibit to operate at the highest levels of the organisation. This edition further develops the pioneering approach to integrating thinking around public relations, leadership, and strategy. It has been updated comprehensively to address contemporary developments and introduce new research and fresh perspectives from the authors. New to this edition are insights from Chief Executives on what they expect from public relations leaders and a comprehensive set of capabilities which scope the demanding role of professionals at the top of their game. Concise and practical, this textbook is suitable for MBA and other postgraduate and executive education qualifications in Public Relations and Corporate Communications – especially for those students who wish to pursue a successful career as a professional public relations specialist, able to operate strategically at the top of successful organisations.
Author : John Gerzema
Publisher : John Wiley & Sons
ISBN 13 : 047044939X
Total Pages : 284 pages
Book Rating : 4.4/5 (74 download)
Download or read book The Brand Bubble written by John Gerzema and published by John Wiley & Sons. This book was released on 2008-11-03 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.
Author : Gabriela Salinas
Publisher : John Wiley & Sons
ISBN 13 : 0470740310
Total Pages : 448 pages
Book Rating : 4.4/5 (77 download)
Download or read book The International Brand Valuation Manual written by Gabriela Salinas and published by John Wiley & Sons. This book was released on 2009-09-15 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others. Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
Author : Christian Homburg
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (119 download)
Download or read book Customer Satisfaction in Industrial Markets written by Christian Homburg and published by . This book was released on 1999 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Peter C. Verhoef
Publisher : Routledge
ISBN 13 : 1317561929
Total Pages : 339 pages
Book Rating : 4.3/5 (175 download)
Download or read book Creating Value with Big Data Analytics written by Peter C. Verhoef and published by Routledge. This book was released on 2016-01-08 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
Author : Roland T. Rust
Publisher : Prentice Hall
ISBN 13 : 9780131419292
Total Pages : 552 pages
Book Rating : 4.4/5 (192 download)
Download or read book Customer Equity Management written by Roland T. Rust and published by Prentice Hall. This book was released on 2005 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a practical framework with applied cases, and award-winning research.
Author : Benita Steyn
Publisher :
ISBN 13 : 9781868539314
Total Pages : 241 pages
Book Rating : 4.5/5 (393 download)
Download or read book Corporate Communication Strategy written by Benita Steyn and published by . This book was released on 2000 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Manfred Bruhn
Publisher : Pearson Education
ISBN 13 : 9780273676010
Total Pages : 318 pages
Book Rating : 4.6/5 (76 download)
Download or read book Relationship Marketing written by Manfred Bruhn and published by Pearson Education. This book was released on 2003 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Relationship Marketing' delivers a comprehensive unifying principle with which to approach the subject. Current debates are examined to develop both a theoretical and conceptual approach to the topic.
Author : Patrick Barwise
Publisher :
ISBN 13 :
Total Pages : 92 pages
Book Rating : 4.:/5 ( download)
Download or read book Accounting for Brands written by Patrick Barwise and published by . This book was released on 1989 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : OCDE,
Publisher : OCDE
ISBN 13 : 9789264241466
Total Pages : 70 pages
Book Rating : 4.2/5 (414 download)
Download or read book Transfer Pricing Documentation and Country-by-country Reporting, Action 13, 2015 Final Report written by OCDE, and published by OCDE. This book was released on 2015 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report contains revised standards for transfer pricing documentation incorporating a master file, local file, and a template for country-by-country reporting of revenues, profits, taxes paid and certain measures of economic activity. The revised standardised approach and will require taxpayers to articulate consistent transfer pricing positions and will provide tax administrations with useful information to assess transfer pricing and other BEPS risks, make determinations about where audit resources can most effectively be deployed, and, in the event audits are called for, provide information to commence and target audit enquiries. Country-by-country reports will be disseminated through an automatic government-to-government exchange mechanism. The implementation package included in this report sets out guidance to ensure that the reports are provided in a timely manner, that confidentiality is preserved and that the information is used appropriately, by incorporating model legislation and model Competent Authority Agreements forming the basis for government-to-government exchanges of the reports
