Einführung
Geben Sie Ihrem Unternehmen Ihr Gesicht
3 Antworten, die das Buch gibt
Vorwort von Dr. Hans-Georg Häusel
Einleitung
Die Erkenntnisse aus dem Neuromarketing für den Verkauf
Geleitwort zur zweiten Auflage
Geleitwort zur ersten Auflage
Vorwort
Haptik: Die schlummernde Kraft
ARIVA: Die Wirkdimensionen des Haptik-Effekts
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Why are so few great brands coming out of Asia (Japan aside)? The brutal truth is that branding is little understood by decision makers throughout much of the region. There exists widespread misconceptions and, in many cases, outright ignorance over the value and role of brands and the process required to build them. Surveys repeatedly confirm that Asians from across the region overwhelmingly prefer great Western brands to home-grown ones: given the
1 Image- und Markenpflege in der Krise
2 Liefer- und Leistungsfähigkeit in der Krise
3 Kundenmanagement und Vertriebsoffensive in der Krise
4 Kundenbindung und Weiterempfehlung in der Krise
5 Produkt- und Service-Innovation in der Krise
6 Werbung, Kundeninformation und Pressearbeit in der Krise
7 Digitalisierung und Digitalität in der Krise
8 Marketingorganisation in der Krise
9 Marketingkultur und -prinzipien in der Krise
10 Fazit - Das n
Foreword xxiii
Introduction 1
About This Book 2
Conventions Used in This Book 2
Foolish Assumptions 3
How This Book is Organized 3
Part I: PR: What It Is, How It Works 4
Part II: Brainstorming and Thinking Creatively 4
Part III: Putting the Wheels in Motion 4
Part IV: Choosing the Right Medium for Yo
Einführung
Geben Sie Ihrem Unternehmen Ihr Gesicht
Every day consumers are bombarded with advertising and public relations messages. With so many companies competing for limited consumer dollars, how can you get your company's message out? Sometimes, a successful PR stunt is just what the doctor ordered! Can We Do That?! looks at real-life PR stunts that will blow your mind and inspire you to think nontraditionally and find new and creative ways to get your compa
Every day consumers are bombarded with advertising and public relations messages. With so many companies competing for limited consumer dollars, how can you get your company's message out? Sometimes, a successful PR stunt is just what the doctor ordered! Can We Do That?! looks at real-life PR stunts that will blow your mind and inspire you to think nontraditionally and find new and creative ways to get your compa