Quick Guide Duftmarketing
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Home > Business and Economics > Business and Management > Sales and marketing > Brands and branding > Quick Guide Duftmarketing: Wie Sie mit Duftstoffen Ihre Marke stärken(Quick Guide)
Quick Guide Duftmarketing: Wie Sie mit Duftstoffen Ihre Marke stärken(Quick Guide)

Quick Guide Duftmarketing: Wie Sie mit Duftstoffen Ihre Marke stärken(Quick Guide)


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About the Book

Dieses Buch ist eine kompakte Einführung in das Duftmarketing und bietet Marketing-Verantwortlichen, die ihrem Unternehmen bzw. ihren Marken ein unverwechselbares Duftprofil verleihen möchten, zahlreiche pragmatische Hilfestellungen für die Umsetzung. Es geht darum, mit Hilfe von Duftstoffen den Absatz von Produkten und Dienstleistungen positiv zu beeinflussen bzw. zu steigern, als auch das Markenimage und die Kundenbindung zu stärken. Paul Steiner liefert für die Unternehmenspraxis wichtige Ansatzpunkte zur olfaktorischen Gestaltung von Marken, die durch konkrete Beispiele – Singapore Airlines und MINI – illustriert werden. Interviews mit renommierten Experten aus Wissenschaft und Praxis runden das Buch ab.  Der Inhalt Wahrnehmung und Wirkung olfaktorischer Reize Markenrecht – Die Duftmarke Duftmarketing Praxisbeispiele olfaktorischer Marken Ausblick Experteninterviews

Table of Contents:
Einleitung.- Wahrnehmung und Wirkung olfaktorischer Reize.- Markenrecht – Die Duftmarke.- Duftmarketing.- Praxisbeispiele olfaktorischer Marken.- Fazit und Ausblick.- Experteninterviews. 

About the Author :
Paul Steiner ist promovierter Sozial- und Wirtschaftswissenschafter. Neben seiner Promotion mit Auszeichnung zum Dr. rer.soc.oec. an der Wirtschaftsuniversität Wien, erhielt er ein Leistungsstipendium der Wirtschaftsuniversität Wien und den Rudolf Sallinger-Preis für seine Diplomarbeit „Sensory Branding“. Herausragende akademische Leistungen hat Herr Dr. Steiner in all seinen erfolgreich abgeschlossenen Studien (Sozial- und Wirtschaftswissenschaften, Betriebswirtschaft, Musikmanagement, Audio Engineering) erzielt. Seit 20 Jahren verantwortet er strategisch bedeutsame Projekte mit hoher Komplexität in der Bauindustrie, Finanzdienstleistungsbranche und Automobilindustrie. U.a. war er als Spezialist für akustische Markenführung in die strategische Planung und das Projektmanagement des neuen BMW Sound Logos, das 2013 den begehrten Red Dot Award erhielt, involviert. Er ist Autor der Fachbücher „Quick Guide Multisensorisches Marketing“ (2022), „Quick Guide Sound Marketing“ (2021), „Sensory Branding“ (2020), „Sound Branding“ (2018) und „Akustisches Markendesign“ (2015).


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Product Details
  • ISBN-13: 9783658374686
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 97
  • Series Title: Quick Guide
  • Width: 148 mm
  • ISBN-10: 3658374683
  • Publisher Date: 15 May 2022
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Wie Sie mit Duftstoffen Ihre Marke stärken


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