Description
Anbieter haben es immer schwerer, neue Marken und damit eine berzeugende Identitt nachhaltig am Markt zu etablieren. Der Autor, ein erfahrener Consultant im internationalen Geschft, zeigt dem Leser, wie er seine Marktanteile ausweitet und Wettbewerbsvorteile gewinnen kann: Die Formel heit Aufwertung des Markennamens. Theorien sowie Hilfmittel und Techniken werden an zahlreichen Fallstudien erlutert. (8/98) Torsten H. Nilson is Founder and Managing Director of Nilson Consulting Ltd, a UK consultancy specializing in the development of marketing strategies, brand and concept development. The client list includes some of the best known international “blue chip” companies. He is also an appreciated lecturer at conferences and seminars around the world. Prior to setting up Nilson Consulting Torsten H. Nilson worked for the Nestl Company in senior marketing positions across Europe. THE BASICS – VALUE-ADDED MARKETING. Competitive Branding and Cost-Effective Marketing. The Three Phases of Marketing. The Importance of Being Number 1. Brand Management – Creating Preference. Value-added Marketing. Understand! COMPETITIVE BRAND DEVELOPMENT. Why Branding? The Origins of Branding – A (Very) Brief History. Building Brands. The Brand Values. Pricing in the Brand Development Process. Brand Terminology. The Brand Hierarchy. Brand Stretching. International Brand Strategies. Managing the Brand Development Process. MAKING THE BRAND COMPETITIVE. Getting the Foundation Right. The Marketing Mix. Product Development – An Introduction. New Product Development (NPD). Old Product Development (OPD). Communication – An Introduction. Personal Selling. Sales Promotion. Advertising. PR – Public Relations. Word-of-Mouth. Direct Marketing. Design. Distribution. Generating Revenues. Managing the Brand. Conclusions. Reading Suggestions. Index.
