Gunnar Klaming Pořadí knih

Markenerosion wird als schleichender Prozess beschrieben, der erhebliche finanzielle Schäden für Herstellerunternehmen verursachen kann. Die Arbeit analysiert die Ursachen dieser Erosion, die sowohl bei Herstellern, im Handel als auch bei Konsumenten zu finden sind. Besonders betroffen sind sowohl junge als auch etablierte Marken, während Handelsmarken zunehmend das Image von Qualitätsprodukten annehmen. Die Studie identifiziert Frühwarnindikatoren und bietet Strategien für Markenartikler, um der Erosion entgegenzuwirken und deren Auswirkungen zu minimieren.

The essay explores the interplay between offline and online marketing strategies within the context of business economics. It examines the evolving landscape of marketing, highlighting the significance of integrating traditional and digital approaches to enhance brand visibility and consumer engagement. The analysis is grounded in theoretical frameworks and practical applications, providing insights into effective marketing practices. The work reflects a high academic standard, underscored by its top grade from the University of Lugano.

The Internet enhances information transparency for consumers, allowing access to reliable information about retailers and products in real-time from anywhere in the world. Simultaneously, it offers businesses tools to strengthen consumer-brand relationships, such as platforms for engaging in brand-related activities for entertainment and opportunities for personalized offerings. This book analyzes the roles of brands and information transparency in purchase decision processes, addressing key questions: Does the Internet empower consumers in ways that strengthen or weaken brand functions? Can information replace brand functions? Are brands becoming more significant in an era of empowered consumers? What effects does this have on brands, intermediaries, retailers, prices, and product quality? Additionally, it explores the implications for brand management. Targeted at both practitioners and academics, the book provides valuable insights for marketing, product and brand managers, consultants, and professionals interested in understanding these dynamics.