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abzuheben und eine langfristige Kunden-Marken-Beziehung aufzubauen: Die Emotionalisierung von Marken, die Entwicklung von … Lovemarks. Illustriert durch Beispiele aus der Praxis werden Methoden vorgestellt, wie Unternehmen ihre Marken emotional …
Persistent link: https://www.econbiz.de/10009521355
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In recent years, several authors have developed models that focus on the allocation of scarce marketing resourcesbased …
Persistent link: https://www.econbiz.de/10005855829
Internet-based information sharing among different partners of the valuechain enables collaborative business. Beyond, applying ambient technologiesprovides new opportunities for gathering information ubiquitously fromvarious sources including physical objects, e.g. the movement of goods orcars,...
Persistent link: https://www.econbiz.de/10005855830
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Historical examples (ISDN, Teletex, telefax, telex) show us that forecasting efforts in thetelecommunication sector can go awry – not only by a few percentage points but by largemagnitudes. We maintain that with strong network effects it is not possible to forecast thesuccess of...
Persistent link: https://www.econbiz.de/10005855838
Das Kauf- und Entscheidungsverhalten der Konsumenten kann mit konventionellen Modellen des Rationalverhaltens nicht erklärt werden. In diesem Beitrag wir aufgezeigt, wie Leitmotive und Persönlichkeitsmerkmale, aber besonders auch der jeweilige Kontext das sehr unterschiedliche und unbewusste...
Persistent link: https://www.econbiz.de/10005856092
Firms often give away free goods with the product that they sell. Firms often give stock options to their top management and other employees. Mixing these two practices-giving stock options to consumers who buy the firm's product-, creates a deadly brew. Large numbers of consumers can be lured...
Persistent link: https://www.econbiz.de/10010292071
The practice of marketing has significantly changed among companies operating in Hungary since the economic transition … with new emphasis, marketing activities and expectations have been emerged. This paper analyzes the role and significance … of marketing in corporate practices; undercover the most important activities of marketing managers in current business …
Persistent link: https://www.econbiz.de/10011381243