Jede Marke kann wachsen! by Andreas Stumpf at Bookstore UAE
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Home > Business and Economics > Business and Management > Sales and marketing > Jede Marke kann wachsen!: Wie Sie Wachstumsbarrieren systematisch durchbrechen
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Jede Marke kann wachsen!: Wie Sie Wachstumsbarrieren systematisch durchbrechen

Jede Marke kann wachsen!: Wie Sie Wachstumsbarrieren systematisch durchbrechen


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About the Book

Wie gelingt es, eine Marke – ob Produkt oder Dienstleistung, ob B2C oder B2B, ob groß oder klein – selbst in wirtschaftlich schwierigen Zeiten auf Wachstumskurs zu bringen? Nur indem Wachstumsbarrieren systematisch überwunden werden – so die beiden Markenführungsexperten Ralph Krüger und Andreas Stumpf. In „Jede Marke kann wachsen“ zeigen die Autoren auf der Grundlage ihres Modells der Markenwachstumsbarrieren (MWB), wie man die Barrieren der eigenen Marke identifiziert, versteht und überwindet. Fallbeispiele namhafter Marken aus verschiedensten Branchen, nützliche Checklisten für den täglichen Gebrauch und eine klare, in der Praxis sofort anwendbare Frage-Antwort-Systematik zu allen Problemstellungen machen dieses Buch zu einem unentbehrlichen Leitfaden nicht nur für Marketing-Experten, sondern auch für die Geschäftsleitung und Verantwortliche aus Vertrieb oder Controlling. „Dieses Buch zeigt: Großartige Markenführung ist kein Hexenwerk, sondern mit Hilfe des systematischen und vor allem logischen MWB-Modells für jede Marke realisierbar.“ Oswald Barckhahn , Geschäftsführer, Pepsico Deutschland GmbH „Ein sehr überzeugendes Buch mit hoher Praxisrelevanz für alle, die Marken führen.“ Alfredo Flores Pachón, Global Head Marketing & Communications, Private & Business Clients, Deutsche Bank „Erfrischend, provozierend, inspirierend und vor allem überzeugend! Ein Modell, dessen Einsatz sich für jede Marke lohnt!“ Ulli Gritzuhn, Business Head Europe, Nestlé Infant Nutrition „Marken müssen im heutigen Umfeld ausgefeilte Techniken einsetzen, um stark wachsen zu können. Ein exzellentes Buch mit wertvollen Tipps!“ Thomas Ingelfinger, Geschäftsführer, Beiersdorf Italien „Dieses Buch ist eine solide Bedienungsanleitung für Markterfolg.“ Rainald Mohr, Senior Vice President Markenmanagement und Marketingkommunikation, Robert Bosch GmbH

Table of Contents:
Wie wird Markenführung zum Wachstumsturbo?.- Welche Anforderungen muss Markenführung erfüllen, damit sie zu Wachstum führen kann?.-Schritt 1: Wachstumsbarrieren identifizieren.- Schritt 2: Wachstumsbarrieren verstehen.- Schritt 3: Wachstumsbarrieren überwinden.- Wie kann man Wachstum richtig prognostizieren und die Zielerreichung kontrollieren?.

About the Author :
Ralph Krüger und Andreas Stumpf arbeiteten mehrere Jahre lang als Führungskräfte bei Procter & Gamble. 1999 gründeten sie ihre eigene Marketingberatung und Werbeagentur Advanced Marketing Consulting mit Sitz in Frankfurt. Die Autoren und ihr Team entwickeln für zahlreiche nationale und internationale Konzerne wie Beiersdorf, Bosch, Deutsche Bank, Nestlé, Pepsico und Wrigley Strategien, die nachhaltiges Wachstum für Marken generieren.


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Product Details
  • ISBN-13: 9783834942845
  • Publisher: Gabler
  • Publisher Imprint: Gabler
  • Edition: Revised edition
  • Language: German
  • Returnable: Y
  • Width: 168 mm
  • ISBN-10: 3834942847
  • Publisher Date: 08 Sep 2012
  • Binding: Paperback
  • Height: 240 mm
  • No of Pages: 188
  • Sub Title: Wie Sie Wachstumsbarrieren systematisch durchbrechen


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