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Consumer-Brand Relationships

Consumer-Brand Relationships

Daniel Heinrich

103,39 €
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Editorial:
Springer Nature B.V.
Año de edición:
2012
Materia
Ventas y marketing
ISBN:
9783834938978
103,39 €
IVA incluido
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Sobre IBD

​Ein wesentliches Ziel des heutigen Marketing ist es, Marken nicht nur in den Köpfen von Konsumenten zu positionieren, sondern diese auch in den Herzen zu verankern. Die Praxis kommt dieser Herausforderung durch die Emotionalisierung von Consumer-Brand Relationships nach. Daniel Heinrich untersucht das Phänomen empirisch und legt offen, wie Unternehmen einen Return on Emotion erzielen können.

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