On the basis of sign- and cognitive-scientific theories, Robert Kreuzbauer develops an approach to explain the strategic importance of design in branding and brand management.
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Dr. Robert Kreuzbauer promovierte bei Prof. Dr. Hans Mühlbacher am Institut für Wertprozessmanagement, Abteilung Marketing der Universität Innsbruck. Heute ist Berater bei der Kiska GmbH, einem führenden europäischen Design-Unternehmen.
Although the strategic importance of design for creating strong brands has been known for some time, studies on marketing have neglected to investigate the relationship between design and brand.
On the basis of sign- and cognitive-scientific theories, Robert Kreuzbauer develops an approach to explain the influence of design on brand perception and the storage of brand knowledge. He integrates the latest theories on form perception and cognitive knowledge representation and shows how salient product form attributes (brand identifiers) shape the entire brand. The author also presents a detailed discussion of diverse methods for identifying salient brand design attributes.
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Softcover. Condizione: gut. Auflage: 2002 (28. März 2002). Mit vielen Berichten und FallstudienAldi, Auto plus, Conley's, DocMorris, Electronic Partner, Kiehl's, Lush, Max Bahr, Media Markt, Otto, Saturn und Zara. So erfährt der Leser sehr anschaulich, wie es gelingt, auch in einem schwierigen Marktumfeld erfolgreich zu sein, und welche innovativen Konzepte den Weg in die Zukunft weisen. Der Einzelhandel steht vor großen HerausforderungenKonsumenten werden immer anspruchsvoller und verhalten sich widersprüchlich, Geschäftsprozesse beschleunigen sich dramatisch. Dieses Buch schildert sowohl den Status quo und die Perspektiven des Handels in Deutschland als auch Erfolgsmuster für Internationalisierungsbestrebungen. Die Autoren aus namhaften Unternehmen beschreiben ausführlich marketingstrategischeÜberlegungen und operative Geschäftsprozesse. AutorDr. Hans-Christian Riekhof ist Professor an der privaten Fachhochschule Göttingen und Consultant. Zuvor war er in leitender Position bei der Beiersdorf AG. In deutscher Sprache. 516 pages. 23,6 x 17 x 3 cm. Codice articolo BN13448
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Taschenbuch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Although the strategic importance of design for creating strong brands has been known for some time, studies on marketing have neglected to investigate the relationship between design and brand.On the basis of sign- and cognitive-scientific theories, Robert Kreuzbauer develops an approach to explain the influence of design on brand perception and the storage of brand knowledge. He integrates the latest theories on form perception and cognitive knowledge representation and shows how salient product form attributes (brand identifiers) shape the entire brand. The author also presents a detailed discussion of diverse methods for identifying salient brand design attributes. 228 pp. Englisch. Codice articolo 9783824475940
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