| Vorliegende Sprache |
eng |
| Hinweise auf parallele Ausgaben |
380542803 Druckausg.: ‡Krüger, Ralph: Brand Growth Barriers |
| ISBN |
978-3-642-37107-3 |
| Name |
Krüger, Ralph |
| Stumpf, Andreas |
| Name ANZEIGE DER KETTE |
Stumpf, Andreas |
| T I T E L |
Brand Growth Barriers |
| Zusatz zum Titel |
Identify, Understand, and Overcome Them |
| Verlagsort |
Berlin, Heidelberg |
| Verlag |
Springer Berlin Heidelberg |
| Erscheinungsjahr |
2013 |
| 2013 |
| Umfang |
Online-Ressource (XIV, 137 p. 14 illus, digital) |
| Reihe |
Management for Professionals |
| Notiz / Fußnoten |
Description based upon print version of record |
| Weiterer Inhalt |
Introduction: Something to Look Forward To; Why Write a Book About Brand Management?; Targeted Brand Growth Instead of Growth by Chance; You're in Good Company!; Contents; Chapter 1: The Wonderful World of Growing Brands; 1.1 Brand Management as a Growth Booster for Your Company; 1.1.1 Brand Management Boosts Marketing; 1.1.2 Brand Management Boosts Research and Product Development; 1.1.3 Brand Management Boosts Sales; 1.2 Brand Management Must Be Given Top Priority; 1.3 Where Exactly Is Growth to Come From?; 1.3.1 Penetration Strategy: The Cake Gets Bigger. 1.3.2 Conversion Strategy: What´s Yours Becomes Mine1.3.3 Loyalty Strategy: Together Forever . . .; 1.3.4 Frequency Strategy: Always and Everywhere; 1.3.5 New Products/Services Strategy: The First, One and Only; 1.3.6 New Segments Strategy: Small Brand Expansion; 1.3.7 New Markets Strategy: Big Brand Expansion; 1.3.8 New Countries Strategy: The Great Unknown; Chapter 2: Requirements of Growth-Oriented Brand Management; 2.1 Effectiveness: Doing the Right Things; 2.1.1 Exactly What Effect Do You Want to Achieve?. 2.1.2 Which Brand Management Approach Should You Choose, If Effectiveness Is Your Goal?2.1.3 Which Facts and Figures Really Help?; 2.2 Efficiency: The Biggest Bang for the Buck; 2.2.1 Marketing Versus Sales; 2.2.2 How Much Do You Really Want to Spend?; 2.2.3 How Is Marketing Money Invested Best?; 2.3 Achieving Growth Even During a Crisis; 2.4 Many Questions, One Answer; Chapter 3: Identifying Growth Barriers; 3.1 A Concept That Has Proven True; 3.2 The Do-It-Yourself Kit for Your Own Brand Growth Barrier Model; 3.3 Filling the Model: With Fresh or Used Data?; 3.3.1 Fresh Data; 3.3.2 Used Data. 3.4 Identifying Focus Barriers3.5 Optimizing Your Brand Management; 3.5.1 How Do You Define Measurable Brand Management Goals?; 3.5.2 Which Growth Strategy Should Be Pursued?; 3.5.3 Which Target Group Should We Focus On?; 3.6 Only Asking Questions Will Give You Answers!: Questions and Answers That Help Identify Barriers; Chapter 4: Understanding Growth Barriers; 4.1 How Does a ``Brand Doctor´´ Make a Diagnosis?; 4.1.1 Barrier Drivers: Why Is Part of the Target Group Held Back by a Barrier?; 4.1.2 Business Drivers: Why Have Others Already Overcome the Barrier?. 4.2 Awareness Barrier or: Brand X, Never Heard of It4.2.1 Branding: Do You Always Leave Your ``Zorro Z´´?; 4.2.2 Media Plan: Every Shot a Winner?; 4.3 Brand Clarity Barrier or: What Am I?; 4.4 Relevance Barrier or: Knocked Out in the Qualifiers?; 4.4.1 Brand Positioning; 4.4.2 Category Criteria; 4.5 First Choice Barrier or: Missed Pole Position Again?; 4.6 Purchase Barrier or: Beaten Just Before the Finish Line?; 4.7 Repurchase Barrier or: Only a One-Hit Wonder?; 4.8 Recommendation Barrier or: The Big Silence?. 4.9 Only Asking Questions Will Give You Answers!: Questions and Answers on Barrier Causes |
| Titelhinweis |
Druckausg.: ‡Krüger, Ralph: Brand Growth Barriers |
| ISBN |
ISBN 978-3-642-37108-0 |
| Klassifikation |
KJSM |
| KJS |
| BUS043000 |
| 658.8 |
| 658.8/1 |
| HF5410-5417.5 |
| QP 624 |
| Kurzbeschreibung |
The wonderful world of growing brands -- Requirements of growth-oriented brand management -- Identifying growth barriers -- Understanding growth barriers -- Overcoming growth barriers -- Planning, forecasting and monitoring growth -- Checklists and Questions |
| 2. Kurzbeschreibung |
How can a brand - whether products or services, B2B or B2C, big or small - get back onto a growth track, even in economically difficult times? According to the two brand leadership experts Ralph Krüger and Andreas Stumpf, this can only be achieved by systematically overcoming growth barriers. In this book they present their Brand Growth Barrier Model, which makes it possible for businesses to identify, understand and overcome the barriers to and in their own brands. Case studies from well known brands of different categories, useful checklists for daily business and a clear, practical Question and Answer System on all relevant issues make this book an indispensable guide - not only for marketing experts but also for chief executives and responsible parties in sales and controlling |
| 1. Schlagwortkette |
Markenpolitik |
| 1. Schlagwortkette ANZEIGE DER KETTE |
Markenpolitik |
| 2. Schlagwortkette |
Markenpolitik |
| ANZEIGE DER KETTE |
Markenpolitik |
| SWB-Titel-Idn |
386845379 |
| Signatur |
Springer E-Book |
| Bemerkungen |
Elektronischer Volltext - Campuslizenz |
| Elektronische Adresse |
$uhttp://dx.doi.org/10.1007/978-3-642-37108-0 |
| Internetseite / Link |
Volltext |
| Siehe auch |
Volltext |
| Siehe auch |
Cover |
