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Brand Evolution
Editor
Listed:
- Elke Theobald(Hochschule Pforzheim)Brigitte Gaiser(Hochschule Pforzheim)
Abstract
No abstract is available for this item.
Individual chapters are listed in the "Chapters" tab
Suggested Citation
DOI: 10.1007/978-3-658-35916-4
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Book Chapters
The following chapters of this book are listed in IDEAS- Richard Linxweiler & Brigitte Gaiser & Konrad Zerr & Fernando Fastoso, 2022. "Marke und Markenführung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 3-29, Springer.
- Brigitte Gaiser & Richard Linxweiler, 2022. "Strategien der Markenführung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 31-49, Springer.
- Richard Linxweiler & Brigitte Gaiser & Konrad Zerr & Julia Jähnert, 2022. "Markenführungsprozess und Marken-Design," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 51-74, Springer.
- Brigitte Gaiser & Julia Jähnert & Richard Linxweiler, 2022. "Aufgabenbereiche und aktuelle Herausforderungen der Markenführung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 75-107, Springer.
- Ulrich Föhl, 2022. "Konsumentenverhalten in einer digitalen Welt," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 109-130, Springer.
- Joachim Dorschel & Laura L. Stoll, 2022. "Markenrechtliche Aspekte beim eBranding," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 131-149, Springer.
- Konrad Zerr & Richard Linxweiler, 2022. "Kontextsensitives Marketing zur Steigerung des Value in Context und Herausforderungen für die digitale Markenführung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 153-181, Springer.
- Jörg Tropp & Konrad Zerr, 2022. "Irrweg Customer Centricity – Skizze eines Auswegs für Marketing und Marke," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 183-194, Springer.
- Marian Sander, 2022. "Der Einfluss der Digitalisierung auf die Markenstrategie und das Markenerlebnis," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 195-212, Springer.
- Ralph Hübner & Stefan Hövel, 2022. "Das Playbook der D2C-Brands: Die disruptiven Erfolgsmuster einer neuen Markenspezies," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 213-243, Springer.
- Nadine Walter, 2022. "eBranding im internationalen Kontext," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 245-261, Springer.
- Markus Koch & Stephan Beck, 2022. "eBranding im B2B-Bereich," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 263-279, Springer.
- Daniela Baumann & Larissa Urbiks, 2022. "Brand Activism – Wenn Marken gesellschaftspolitisch aktiv werden," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 283-305, Springer.
- Felix Krebber, 2022. "Gesellschaftsbezug und Haltung von Marken: Political Branding bei gesellschaftlichen Erwartungen an Unternehmen – von Nachhaltigkeit bis Diversity," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 307-325, Springer.
- Elke Theobald & Mirjam Jentschke, 2022. "Die Digital Brand Experience als zentrales Gestaltungselement der kundenzentrierten Markenführung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 327-345, Springer.
- Elisa Steinacker, 2022. "Experience it – Einzigartige Kundenerlebnisse im B2B-Bereich generieren," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 347-367, Springer.
- Martin Hipp-Gruner, 2022. "Gamification in der Marketingkommunikation," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 369-388, Springer.
- Brigitte Gaiser & Elke Theobald, 2022. "Marketingkommunikation im digitalen Wandel," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 391-420, Springer.
- Ralf T. Kreutzer, 2022. "Essentials Social-Media-Marketing," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 421-456, Springer.
- Karsten Kilian, 2022. "Influencer-Marketing," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 457-490, Springer.
- Felix Beilharz, 2022. "Marketing mit TikTok – Der Kanal der Generationen Z und Alpha," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 491-506, Springer.
- Nadine Lindstädt-Dreusicke & Yasmin Merz, 2022. "Podcasts und regionale Verlagsmedien – eine tragfähige Symbiose?," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 507-538, Springer.
- Christian Daul, 2022. "Marken brauchen eine starke Stimme," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 539-561, Springer.
- Torsten Schwarz, 2022. "E-Mail-Marketing im Zeichen der Markenführung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 563-575, Springer.
- Dennis Petersen, 2022. "Partner-Marketing," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 577-595, Springer.
- Tom Alby, 2022. "eBranding und Suchmaschinenmarketing," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 597-613, Springer.
- Katrin Hassenstein, 2022. "eBranding und Public Relations," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 617-628, Springer.
- Simone Huck-Sandhu & Alena Kirchenbauer, 2022. "Corporate Messages und Modi: Themenorientierte Ansätze in der digitalen Markenführung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 629-644, Springer.
- Jasmina Sophie Klein, 2022. "Erfolgsfaktor Brand Content: Content-Marketing für Online-Branding und SEO," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 645-665, Springer.
- Alena Kirchenbauer, 2022. "Digitales Content-Marketing: Themen mit Thought-Leadership-Potenzial in digitale Content-Formate übersetzen und vermarkten," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 667-682, Springer.
- Tim Kullmann, 2022. "Brand-Content-Management – eine Herausforderung für den Profi-Fußball," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 683-708, Springer.
- Elke Theobald & Melanie Specht, 2022. "Digitales Brand Controlling: Ein Framework für das Brand-Controlling im Rahmen der Website-Performance-Messung," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 711-730, Springer.
- Tom Alby, 2022. "Analytics im eBranding," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 731-740, Springer.
- Frank Reese, 2022. "Reichweite und Engagement im Internet," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 741-754, Springer.
- Cornelia Cornelius, 2022. "Marken im Internet der Dinge," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 757-781, Springer.
- Ina Sophie Lenk, 2022. "Sterne deuten im Amazon Universum – doch komplexer als gedacht?," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 783-806, Springer.
- Alicia Lohr, 2022. "Geschlechtertrennung im Marketing – Warum der Einsatz von Blau für Jungs und Rosa für Mädchen in Online-Stores nicht ausreichend ist," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 807-828, Springer.
- Sven Jürgens, 2022. "App-Marketing für KMU," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 829-846, Springer.
- Mirjam Jentschke, 2022. "The Enabler Model: Towards an Integrated, Agile Way of Collaboration Between Brands and External Agency Partners," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 847-865, Springer.
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