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Reflexionen zur Zukunft der Markenführung – Marke & Design als Schnittstelle der zukünftigen Markenwissenschaft und -praxis

In: Forum Markenforschung 2021

Author

Listed:
  • Carsten Baumgarth

    (Hochschule für Wirtschaft und Recht Berlin)

  • Holger J. Schmidt

    (Hochschule Koblenz)

  • Jörn Redler

    (Hochschule Mainz)

Abstract

Zusammenfassung Dieser Beitrag stellt Themen zusammen, denen sich eine zukunftsfähige Markenforschung annehmen sollte. Neue Methoden, vielfältigere Weltbilder, digitale Kontaktpunkte und neue Formen der Zusammenarbeit von Marken und Unternehmen sind dabei nur einige der Felder, auf die Bezug genommen wird. Der Beitrag integriert außerdem Ergebnisse aus den Round-Table-Diskussionen der Mainzer Konferenz DERMARKENTAG 2021 zur Schnittstelle Marke/Design.

Suggested Citation

  • Carsten Baumgarth & Holger J. Schmidt & Jörn Redler, 2023. "Reflexionen zur Zukunft der Markenführung – Marke & Design als Schnittstelle der zukünftigen Markenwissenschaft und -praxis," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 3-14, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39568-1_1
    DOI: 10.1007/978-3-658-39568-1_1
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