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Brand management
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Harvard business review : HBR
Best practice der Markenführung
15
Cases on branding strategies and product development : successes and pitfalls
13
The journal of brand management : an international journal
11
Employer Branding : Arbeitgeber positionieren und präsentieren
9
Harvard-Business-Manager : das Wissen der Besten
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Management internationaler Dienstleistungsmarken : Konzepte und Methoden für einen nachhaltigen Internationalisierungserfolg
9
Social Branding : Strategien - Praxisbeispiele - Perspektiven
7
Brands : interdisciplinary perspectives
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European business and brand building : [the papers of this book were first presented at a conference organised by the ICCA in Warsaw, in March 2007]
6
European journal of marketing : EJM
6
Marken und Sport : aktuelle Aspekte der Markenführung im Sport und mit Sport
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Best Practice in Marketing : Erfolgsbeispiele zu den vier Kernaufgaben im Marketing
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Building corporate identity, image and reputation in the digital era
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Erfolgreiche Markendifferenzierung : Strategie und Praxis professioneller Markenprofilierung
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Markenführung in strukturell veränderten Märkten : Markendialog, Februar 2010
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Marketing intelligence & planning
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Mit der Marke zum Erfolg : Markenmanagement in Hotellerie und Gastronomie
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Research
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City branding : theory and cases
4
Handbuch Markenkommunikation : Grundlagen, Konzepte, Fallbeispiele
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Journal of marketing management : MM
4
Trademarks, brands, and competitiveness
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Contemporary perspectives on corporate marketing : contemplating corporate branding, marketing and communications in the twenty-first century
3
Corporate brand and corporate reputation
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Erfolgsfaktor Kundenzufriedenheit : Handbuch für Strategie und Umsetzung
3
Innen beginnen : von der internen Kommunikation zum Internal Branding
3
Innovatives Markenmanagement
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International journal of retail & distribution management
3
Journal of strategic marketing
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Journal of travel and tourism marketing
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Marken im Internet : Herausforderungen und rechtliche Grenzen für das Marketing
3
Swarm Branding : Markenführung im Zeitalter von Web 2.0
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The marketing review
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Branded spaces : experience enactments and entanglements
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Case studies in Asian management
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Case studies on MNCs in India
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Engaging consumers through branded entertainment and convergent media
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Fallstudien zum Internationalen Management : Grundlagen - Praxiserfahrungen - Perspektiven
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Fallstudien zum internationalen Management, International Trade : 14 Fallstudien
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ECONIS (ZBW)
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When your brand is racist
Miller, Joseph C.
;
Stanko, Michael A.
;
Diallo, Mariam D.
- In:
Harvard business review : HBR
98
(
2020
)
6
,
pp. 140-145
Persistent link: https://www.econbiz.de/10012508565
Saved in:
2
What should Shawn recommend to the board? : the experts respond
Edwards, Geoff
;
Birch, Jim
- In:
Harvard business review : HBR
98
(
2020
)
6
,
pp. 144-145
Persistent link: https://www.econbiz.de/10012508573
Saved in:
3
From niche to mainstream : can a Japanese rice cracker company move from the Asian section to the snack food aisle?
Ofek, Elie
- In:
Harvard business review : HBR
96
(
2018
)
4
,
pp. 139-143
Persistent link: https://www.econbiz.de/10011971613
Saved in:
4
When you have to choose between core and new customers : an extreme sports company considers a VIP tier
Bertini, Marco
;
Tavassoli, Nader T.
- In:
Harvard business review : HBR
95
(
2017
)
5
,
pp. 143-147
Persistent link: https://www.econbiz.de/10011730477
Saved in:
5
Competing against bling
Nason, Stephen
;
Salvacruz, Joseph
;
Stevenson, J. P.
- In:
Harvard business review : HBR
95
(
2017
)
3
,
pp. 155-159
Persistent link: https://www.econbiz.de/10011685852
Saved in:
6
Learning to play in the new "share economy"
Fournier, Susan
;
Eckhardt, Giana M.
;
Bardhi, Fleura
- In:
Harvard business review : HBR
91
(
2013
)
7/8
,
pp. 125-129
Persistent link: https://www.econbiz.de/10009777915
Saved in:
7
Under Armour's founder on learning to leverage celebrity endorsements
Plank, Kevin
- In:
Harvard business review : HBR
90
(
2012
)
5
,
pp. 45-48
Persistent link: https://www.econbiz.de/10009549686
Saved in:
8
Finding the profit in fairness
Loch, Christoph H.
;
Sting, Fabian J.
;
Huchzermeier, Arnd
; …
- In:
Harvard business review : HBR
90
(
2012
)
9
,
pp. 111-115
Persistent link: https://www.econbiz.de/10009614660
Saved in:
9
Preserve the luxury or extend the brand?
Beyersdorfer, Daniela
;
Dessain, Vincent
- In:
Harvard business review : HBR
89
(
2011
)
1/2
,
pp. 173-177
Persistent link: https://www.econbiz.de/10008822984
Saved in:
10
HSN's CEO on fixing the shopping network's culture
Grossman, Mindy
- In:
Harvard business review : HBR
89
(
2011
)
12
,
pp. 43-46
Persistent link: https://www.econbiz.de/10009407962
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