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Markenführung im B2B-Bereich

Markenführung im B2B-Bereich

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule Pforzheim, Sprache: Deutsch, Abstract: Zielsetzung und Aufbau der Arbeit (Kapitel 1.2) Ziel dieser Arbeit ist es, dem Leser aufzuzeigen, daß Marken auch im B2B-Sektor - und nicht nur wie derzeit hauptsächlich im B2C-Sektor - eine wichtige Rolle im Kaufprozeß einnehmen können. Ein geeignetes Instrument zur Markierung von B2B-Marken stellt dabei Ingredient Branding dar. Neben einer ausführlichen Erklärung dieses spezifischen Marketinginstrumentes mit all seinen Besonderheiten sollen insbesondere Best Practices für eine erfolgreiche Umsetzung von Ingredient Branding dargelegt werden. Als erstes erfolgt zunächst eine kurze Einführung in die bisherigen Marketingaktivitäten im B2B-Sektor mit dem Ziel, die zunehmende Bedeutung von B2B-Marken zu un-terstreichen. Darüber hinaus werden der B2B- und B2C-Sektor miteinander verglichen und Gemeinsamkeiten sowie Unterschiede beider Marktformen hervorgehoben. Das dritte Kapitel beschäftigt sich dann ausführlich mit Ingredient Branding. Es werden grundlegende Ingredient Branding Definitionen, Begriffsabgrenzungen zu verwandten Begriffen sowie markenrelevante Besonderheiten des Ingredient Branding besprochen. Des Weiteren wird die Mehrstufigkeit dieses Marketinginstrumentes erläutert. Im nächsten Kapitel erfolgt dann eine Konzentration auf die kommunikationspolitischen Instrumente, ohne die Ingredient Branding Kampagnen in der Praxis undenkbar sind. Darauf aufbauend wird im fünften Kapitel auf bisherige Ingredient Branding Kampagnen eingegangen, wobei insbesondere aufgeführt werden soll, welche kommunikations-politischen Instrumente diese Unternehmen bei ihren Kampagnen jeweils eingesetzt haben. Im 6.Kapitel, dem Kernkapitel dieser Diplomarbeit, werden schließlich Best Practices für eine Umsetzung von Ingredient Branding dargestellt, die es zu beachten gilt, damit diese Strategie erfolgreich verläuft. Letztendlich folgt


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Product Details
  • ISBN-13: 9783638706919
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 199 gr
  • ISBN-10: 3638706915
  • Publisher Date: 10 Aug 2007
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Sub Title: "Ingredient Branding" Systematisierung der B2B-Strategie. Aktuelle Entwicklungen und Best Practices für eine erfolgreiche Umsetzung
  • Width: 148 mm


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