Verfügbarkeit: Teaching Case Studies - Marketing and Branding

Teaching Case Studies - Marketing and Branding:

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Bibliographische Detailangaben
Beteiligte Personen:	Büchler, Jan-Philipp (VerfasserIn), Decker, Jennifer (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Berlin Logos Verlag [2017]
Schriftenreihe:	Applied research on strategic international management Band 2
Schlagwörter:	Marketing Strategisches Management Markenpolitik case studies strategic management branding international management marketing Fallstudiensammlung
Links:	http://deposit.dnb.de/cgi-bin/dokserv?id=14df2d898614405b8c96bdbccf4c0dc9&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030159829&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	II, 185 Seiten Illustrationen, Diagramme 24 cm x 17 cm
ISBN:	9783832546359 3832546359

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Datensatz im Suchindex

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adam_text	INDEX OF CONTENTS PREFACE........................................................................................................................................... I 1. MARKET ORIENTATION AND BRAND STRATEGIES............................................................................ 1 1.1. RENOVA: BRANDING RENOVATED............................................................................... 3 1.2. BLU ECIGS UK: A SMOKING HOT DILEMMA.................................................................. 13 1.3. VERNEL: SPRING AWAKENING..................................................................................... 27 1.4. T-TECH BY TUMI: THE FUTURE OF AN ENDORSED BRAND? ............................................. 47 1.5. GUINNESS NIGERIA: IS THE BRAND LOSING ITS POWER? ................................................. 59 2. BRANDING INNOVATIONS IN THE DIGITAL AGE........................................................................... 75 2.1. ADESSO: BUSINESS MODEL INNOVATION AND THE INTERNET OF THINGS ............................ 77 2.2. THE KODAK MOMENT IS DEAD. LONG LIVE KODAK! ................................................ 95 2.3. VOLVO AND THE CONNECTED CAR............................................................................... 111 2.4. NYX BY LOREAL: MAKE UP YOUR INSTAGRAM.............................................................121 3. CORPORATE SOCIAL RESPONSIBILITY AND MARKETING COMMUNICATION .................................. 130 3.1. COFFEE CIRCLE: VISION VS. MISSION. RISKS IN SOCIAL START-UPS...........................131 3.2. VAUDE: THE SPIRIT OF MOUNTAIN SPORTS: SUSTAINABILITY IS THEIR STRATEGY ............... 143 3.3. LEMON AID: THE GOOD* BRAND ............................................................................. 155 3.4. OMEGA: WHEN IS AN OLYMPIC GOLD MEDALIST NOT GOOD FOR YOUR BRAND? ............ 167 4. CASE OVERVIEW 175
any_adam_object	1
author	Büchler, Jan-Philipp Decker, Jennifer
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author_facet	Büchler, Jan-Philipp Decker, Jennifer
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dewey-ones	650 - Management and auxiliary services
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
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series	Applied research on strategic international management
series2	Applied research on strategic international management
spellingShingle	Büchler, Jan-Philipp Decker, Jennifer Teaching Case Studies - Marketing and Branding Applied research on strategic international management Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4124261-0 (DE-588)4144679-3 (DE-588)4522595-3
title	Teaching Case Studies - Marketing and Branding
title_auth	Teaching Case Studies - Marketing and Branding
title_exact_search	Teaching Case Studies - Marketing and Branding
title_full	Teaching Case Studies - Marketing and Branding Jan-Philipp Büchler, Jennifer Decker
title_fullStr	Teaching Case Studies - Marketing and Branding Jan-Philipp Büchler, Jennifer Decker
title_full_unstemmed	Teaching Case Studies - Marketing and Branding Jan-Philipp Büchler, Jennifer Decker
title_short	Teaching Case Studies - Marketing and Branding
title_sort	teaching case studies marketing and branding
topic	Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd
topic_facet	Marketing Strategisches Management Markenpolitik Fallstudiensammlung
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work_keys_str_mv	AT buchlerjanphilipp teachingcasestudiesmarketingandbranding AT deckerjennifer teachingcasestudiesmarketingandbranding AT logosverlagberlin teachingcasestudiesmarketingandbranding

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