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Book Synopsis Mensch und Computer 2015 – Usability Professionals by : Anja Endmann
Download or read book Mensch und Computer 2015 – Usability Professionals written by Anja Endmann and published by Walter de Gruyter GmbH & Co KG. This book was released on 2015-09-14 with total page 606 pages. Available in PDF, EPUB and Kindle. Book excerpt: Usability Professionals Workshop deals with the practical applications of human-machine interaction research. It is organized by the German ACM specialty section of the UPA (Usability Professionals Association). The volume presents the latest research findings through case studies and practice reports along with in-depth discussions.
Book Synopsis Multisensory in Stationary Retail by : Gunnar Mau
Download or read book Multisensory in Stationary Retail written by Gunnar Mau and published by Springer Nature. This book was released on 2023-02-07 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book describes how an optimal store design can contribute to the well-being of the customer and to differentiation from online retail. From an academic and practical perspective, with contributions from renowned academics and companies, it shows how a coherent store design can be created in harmony with the retail brand. The central challenge here is the conscious orchestration of the diverse sensory stimuli. How can the many sources of stimuli be controlled? Which shelf shape goes with which light, colour and sound? Dealing with the variety of stimuli in a store environment can quickly become complex and incongruence can have a decisive negative impact on the well-being of customers. A customer-centric store environment therefore focuses on the well-being of people. Renowned scientists and traders show the state of the science on these issues and give valuable suggestions for the trade. With best practice examples and valuable suggestions for practical implementation
Download or read book Alma Mater written by and published by . This book was released on 1914 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Neue Dimensionen der Tabakproduktregulierung und Grundrechte sowie Grundfreiheiten by : Hans D. Jarass
Download or read book Neue Dimensionen der Tabakproduktregulierung und Grundrechte sowie Grundfreiheiten written by Hans D. Jarass and published by Lexxion Verlagsgesellschaft. This book was released on 2012 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: English summary: The current discussion on stricter regulation of tobacco products raises interesting questions which are of relevance to all sectors of economic activity with particular value put on the image of the brand of sold products, going far beyond the segment of tobacco products. These questions especially concern the scope of protection offered in this contxt by both the fundamental rights of the European Union and the basic rights under German Basic Law.German description: Die aktuelle Diskussion um die Verscharfung der Tabakproduktregulierung wirft interessante Fragen auf, die weit uber den Bereich der Tabakprodukte hinaus in allen Bereichen der Wirtschaft von Bedeutung sin, in denen Produket veraussert werden, bei denen die Pragung durch eine Marke von entscheidendem Gewicht ist. Bei diesen Fragen geht es insbesondere um die Reichweite des Schutzes, den die EU-Grundrechte und die deutschen Grundrechte in diesem Bereich vermitteln.
Book Synopsis Competitive Success by : John A. Davis
Download or read book Competitive Success written by John A. Davis and published by John Wiley & Sons. This book was released on 2010-02-15 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications. The book presents a comprehensive review of the entire brand spectrum, including: Brand strategy Implementation Customer/brand insight Resource allocation Performance measurement
Book Synopsis Practice-Oriented Marketing by : Ralf T. Kreutzer
Download or read book Practice-Oriented Marketing written by Ralf T. Kreutzer and published by Springer Nature. This book was released on 2023-03-08 with total page 564 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ralf Kreutzer has once again succeeded in setting the right priorities. He makes it convincingly clear that the proven basics in marketing are also valid in the online and digital age. Predict: especially worth reading! Prof. Dr. Dr. h. c. Wolfgang Fritz, Technical University of Braunschweig and University of Vienna The 6th edition has been extensively revised and supplemented with important, current topics of online marketing and digitalization. This further enhances the strengths of the previous editions. Prof. Dr. Klaus Gutknecht, University of Applied Sciences Munich The author encourages critical thinking about the content presented through the use of "mnemonic boxes" and "food for thought". Very good! Prof. Dr. Sabine Haller, Berlin School of Economics and Law An indispensable orientation in the ever faster changing everyday marketing. The book provides implementation and practical know-how without getting lost in details. Univ.-Prof. Dr. Michael Lingenfelder, Philipps-Universität Marburg Further proof of Ralf T. Kreutzer's special expertise in marketing, his great passion for conveying knowledge in the best possible way and his special ability to identify the truly relevant topics. Prof. Dr. Wolfgang Merkle, UE - University of Europe for Applied Sciences, President Marketing Club Hamburg Particularly noteworthy is the expansion of the classic marketing mix to include the fifth P for personnel. Because in the end, it is still the employees who make good marketing! Prof. Dr. Karsten Kilian, Würzburg-Schweinfurt University of Applied Sciences and Markenlexikon.com Concise language, convincing thought leadership, clear examples and goal-oriented transfer questions form an almost ideal basis for opening up the world of marketing. Univ.-Prof. Dr. Klaus-Peter Wiedmann, Leibniz University Hanover New from the 6th edition Newly added are chapters on the topics of the customer journey map, special market research concepts and special forms of static price and condition design. Additional material is available via app: Download the Springer Nature Flashcards app and use exclusive content to test your knowledge.
Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Book Synopsis Methods for Assessing Brand Value by : Tatiana Soto J.
Download or read book Methods for Assessing Brand Value written by Tatiana Soto J. and published by diplom.de. This book was released on 2008-01-30 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: In today s highly competitive business environment, companies have recognised the increasing importance of brands as one of their most important assets. However, now the discussion is how to measure the value of such an important asset and what makes this valuation important. The purpose of this thesis is the critical comparison between two well-known brand valuation methods in order to choose the one that reflects the monetary value of a brand best possible. For this purpose, the methods are first analysed in relation to their compliance with the requirements for brand valuation methods. Secondly, the extent to which the methods can be applied for the different valuation purposes is also analysed. The two selected methods are the Interbrand model (from Interbrand Zintzmeyer & Lux) and the Brand Equity Evaluator model (from BBDO Consulting). Inhaltsverzeichnis:Table of Contents: List of AbbreviationsIV List of FiguresV List of TablesVI 1.Introduction1 1.1Background1 1.2Purpose and Structure of the Thesis3 2.Foundation of Brand Valuation6 2.1Importance and Definition of Brand6 2.1.1Importance of Brand6 2.1.2Brand Definition8 2.1.3Brands as Intangible Assets and Generators of Value11 2.2Definition of Brand Value14 2.2.1Financial Approach15 2.2.2Behavioural Approach17 2.2.3Combined financial/behavioural Approach19 3.Selection of the Comparison Criteria for Brand Valuation Methods21 3.1Requirements for Brand Valuation Methods22 3.1.1Methodical Requirements22 3.1.2Covering Content Requirements23 3.1.3Relevance of Result Requirements24 3.2Scopes of Application of Brand Valuation26 3.2.1Internal Scope of Application27 3.2.2External Scope of Application30 4.Methods for Assessing the Brand Value37 4.1Classification of the Methods38 4.1.1Financial-oriented Methods39 4.1.2Behavioural-oriented Methods41 4.1.3Combined financial/behavioural Methods42 4.2Theoretical and Methodological Description of the Methods43 4.2.1Interbrand Brand Value Approach (from Interbrand Zintzmeyer & Lux)43 4.2.1.1Theoretical Foundation44 4.2.1.2Methodological Description46 4.2.2Brand Equity Evaluator Approach (from BBDO)51 4.2.2.1Theoretical Foundation52 4.2.2.2Methodological Description54 5.Critical Comparison of the Interbrand Model and the Brand Equity Evaluator Model59 5.1Contrast of the Theory and Methodology of the Valuation Models59 5.2Compliance with the Requirements for Brand Valuation Methods62 5.2.1Interbrand [...]
Book Synopsis The International Brand Valuation Manual by : Gabriela Salinas
Download or read book The International Brand Valuation Manual written by Gabriela Salinas and published by John Wiley & Sons. This book was released on 2011-11-22 with total page 237 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.
Book Synopsis Global Brand Power by : Barbara E. Kahn
Download or read book Global Brand Power written by Barbara E. Kahn and published by University of Pennsylvania Press. This book was released on 2013-03-05 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
Download or read book Brand Strength written by Martin Walser and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.
Book Synopsis Automotive Management by : Jens Diehlmann
Download or read book Automotive Management written by Jens Diehlmann and published by Walter de Gruyter. This book was released on 2013-12-09 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors point out the entire business orientated automotive value chain. With regard to the finance perspective the elements of the value chain are scrutinized chapter by chapter. Current trends in new mobility concepts, cross-industry strategic alliances as well as requirements for product launch, especially in the BRIC countries, are highlighted. The book provides the link between science and business practice in the automotive industry. It can be used as a textbook. Many practitioners might also use it as a guideline in the field of automotive management.
Download or read book Brands Laid Bare written by Kevin Ford and published by John Wiley & Sons. This book was released on 2005-05-05 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.
Book Synopsis The impact of a strong global Employer Brand in the war for talent by : Romy Kupfernagel
Download or read book The impact of a strong global Employer Brand in the war for talent written by Romy Kupfernagel and published by diplom.de. This book was released on 2009-12-18 with total page 62 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Introduction: Defining the task: Microsoft, Google, Cisco or the German E.ON- Führungsgesellschaften : each of them is a well-known company that not only stands for economic success but also for a specific image. Besides, all of them are companies that head the top 100 of the Best Workplaces in Europe in 2009. But, why are companies rewarded as a great place to work at and how do they manage it? Do they only convince with their products and services based on good marketing strategies? In an era of globalisation and a continuous progress in science, technique and economy being competitive poses the most important challenge for a company s success. Of course, product and service quality or customer orientation are important factors but moreover, high qualified people performing in and leading these areas are indispensable. However, even though having an economic crisis actually, this resource is a scarce one and not easy to find. On the one hand, this is caused by a strong socio-demographic change that implicates declining birth rates and thus a rise of ageing workforce. On the other hand, for competing globally companies are demanded to be highly innovative. To expedite innovations and to deal with continuously accelerating progress and more complex technology, skilled workers are needed. Hence, on labour markets the demand for high potentials is increasing whereas the supply is decreasing. As more companies are aware of the possibility to profit from their workforce as a strategic advantage, competition for the best talents grows steadily and leads to a war for talent . Due to the fact that these developments can be recognised all around the world the resource human being becomes incrementally essential. So, companies begin to look for potential specialists and executives not only on national but also on international labour markets. Besides investments in trainings, the further education of older employees and the cooperation with schools or universities, the creation of a strong employer brand may be important. Speaking of buyer s markets employees decide for their individual employer-of- choice. For this purpose, they of course have to know the company and be convinced of the benefits working for it. Thus, to successfully attract and retain the best talent, marketing, brand management and especially a powerful employer brand may be imperative instruments for a company. The creation of a distinctive image and a credible, [...]
Book Synopsis Strategic Brand Management by : Kevin Lane Keller
Download or read book Strategic Brand Management written by Kevin Lane Keller and published by Prentice Hall. This book was released on 2013 with total page 562 pages. Available in PDF, EPUB and Kindle. Book excerpt: Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Book Synopsis Antecedents and Outcomes of Employee-Based Brand Equity by : Bari, Muhammad Waseem
Download or read book Antecedents and Outcomes of Employee-Based Brand Equity written by Bari, Muhammad Waseem and published by IGI Global. This book was released on 2022-06-17 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding and human capital are considered a firm’s most important assets, and the development of these intangible assets is a particularly challenging and important management task for human resource managers and marketers. Employee-based brand equity is a key advantage for the organization and an important part of the brand-based evaluation. To develop an effective and strong employee-based brand equity, firms need to focus on the perceptions of employees and promote positive attitudes about affiliation with the firm. Antecedents and Outcomes of Employee-Based Brand Equity explores the antecedents and consequences of employee-based brand equity from different perspectives and different artifacts of employee-based brand equity. This book highlights the importance of brand equity from a human resource management perspective. It further highlights the ways in which brand equity can be fruitful in understanding and learning different theories and concepts with the interaction of different industries and culture. Covering topics such as employee retention, psychological capital, and brand experience, this premier reference source is an indispensable resource for corporate offices, human resource managers, business leaders and managers, governmental organizations, marketing professionals, customer service professionals, libraries, students and educators of higher education, researchers, and academicians.
Author : Publisher : ISBN 13 :019879780X Total Pages : pages Book Rating :4.1/5 (987 download)
