Integrierte Markenführung im digitalen Zeitalter: Bedeutung – Konzepte – Instrumente – Evaluation

This textbook provides a well-founded overview of the importance, concepts, instruments and evaluation of integrated brand management. The following questions are considered: What role do brands play in people's lives in an increasingly digital consumer society? What are the most important trends in brand management? How has brand management changed in the age of digitization and technology? How can brands use new tools such as augmented reality, artificial intelligence or big data to remain relevant in the long term? The explanations are illustrated and brought to life by accompanying Anna and Lukas, two fictitious students, on their way through the world of brands. In addition, the book contains numerous best practice examples and case studies, and interactive flashcards are available for each chapter: Download the Springer Nature Flashcards app and use exclusive content to test and deepen your knowledge.
This book is aimed at students and lecturers in the fields of marketing, management and communication sciences as well as anyone who wants to get an overview of the importance of brands and the possibilities of staging them.