ENGLISH

Die Marke in der Marke: Bedeutung und Macht des Ingredient Branding (German Edition)

By Waldemar Pförtsch , Indrajanto Müller

Book information

Publisher
Springer
Year
2006
ISBN
3540300570, 9783540300571
Language
english
Format
PDF
Filesize
3 MB (3014086 bytes)
Pages
226\219
Time added
2024-04-29 06:30:10

Description

Marketing lebt von der Innovation und dem Kundennutzen. Unternehmen, die beides kombinieren können, sind auf dem Weg zum Erfolg. Mit Ingredient Branding bekommen Lieferanten und Endprodukt-Hersteller ein neues Instrument an die Hand, das ihnen echte Wettbewerbsvorteile verschafft. Intel mit der Ingredient-Branding-Konzeption "Intel inside" hat es vorgemacht. Mehr als 90% Marktanteil sind der beste Beweis für das Funktionieren dieses Vorgehens. Ian Paterson, Mitglied des Vorstands der Bayer MaterialScience AG, formuliert: "Der Konsument erhält die Botschaft, dass nicht nur der Hersteller des Artikels für die Qualität des Endprodukts steht, sondern auch der Lieferant des wichtigsten Bestandteils." In diesem Buch werden noch andere Beispiele vorgestellt, die den Lesern Anregungen geben, wie sie ihre Marke in der Marke erfolgreich gestalten können.

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