Skip to main content

Advanced Search

Projected result for your current search: 0

Search Operators:

You can use operators in your search query to narrow down your results even more. Click on the search operator to see an explanation of how it works.
Finds documents with exactly this word group, in exactly this word order and spelling (e.g. "employer branding").
Finds documents with both search terms (e.g. sales AND bonus).
Finds documents with one or the other search term (e.g. porsche OR volkswagen).
Finds documents with all search terms. Blank space is understood as AND (e.g. man robot production).
Finds documents with no appearance of the word behind NOT (e.g. ford NOT "harrison ford").
Finds documents where the search term is mentioned at least "n" times."n" may be any number (e.g. COUNT(gear)>8).
Finds documents with both search terms in any word order, permitting "n" words as a maximum distance between them. Best choose between 15 and 30 (e.g. NEAR(recruit, professionals, 20)).
Finds documents with the search term in word versions or composites. The asterisk * marks whether you wish them BEFORE, BEHIND, or BEFORE and BEHIND the search term (e.g. lightweight*, *lightweight, *lightweight*).
Finds documents with the search term in different spellings. "?" allows only one character (e.g. organi?ation).
Special characters are understood as AND (e.g. Miller Bros. & Sons).

Semantic Search

powered by (Link opens in a new window)
loading …
Log in
Top

Good Times for a Change – Markenführung an der Schwelle zum Transformationszeitalter

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Author
Marco Spies
Published in
Marke und digitale Medien
Publisher
Springer Fachmedien Wiesbaden

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Zusammenfassung

Marco Spies sieht einen Zusammenhang zwischen medialer Digitalisierung, globalen Wandlungsprozessen und der Wahrnehmung von krisenhaften Zuständen. Die hieraus resultierende Verunsicherung von Konsumenten führt seiner Auffassung nach zu einem neuen bürgerlichen Verantwortungsbewusstsein. In diesem Zusammenhang sind Marken mehr denn je als Sinnstifter gefragt. Die authentische und glaubwürdige Genese einer Markenbedeutung für Konsumenten bleibt eine der zentralen Aufgaben von Marken. Gemäß der Formel „Produkte folgen der Marke, Marken folgen den Menschen“ fordert er den umfassenden Einsatz neuer Methoden, wie der des „Human Centered Designs“, zur Bewältigung des „Transformationsprozesses“ in Zeiten digitaler Medien.

Already a customer? Then log in here to gain access.

Customer login

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Business + Economics & Engineering + Technology"

Online-Abonnement

Springer Professional "Business + Economics & Engineering + Technology" gives you access to:

  • more than 130.000 books
  • more than 540 journals

from the following subject areas:

  • Automotive
  • Construction + Real Estate
  • Business IT + Informatics
  • Electrical Engineering + Electronics
  • Energy + Sustainability
  • Finance + Banking
  • Management + Leadership
  • Marketing + Sales
  • Mechanical Engineering + Materials
  • Surfaces + Materials Technology
  • Insurance + Risk


Secure your knowledge advantage now!

inform now

Springer Professional "Business + Economics"

Online-Abonnement

Springer Professional "Business + Economics" gives you access to:

  • more than 100.000 books
  • more than 340 journals

from the following specialised fileds:

  • Construction + Real Estate
  • Business IT + Informatics
  • Finance + Banking
  • Management + Leadership
  • Marketing + Sales
  • Insurance + Risk



Secure your knowledge advantage now!

inform now

For explorers: Get to know our platforms better with a free registration.

Register for free
previous chapter Interaktionen machen Marken – Zur Relevanz einer interaktions- und erlebnisorientierten Markenführung
next chapter Markenbildung im digitalen Zeitalter – Alles neu, nichts anders?
Title
Good Times for a Change – Markenführung an der Schwelle zum Transformationszeitalter
Author
Marco Spies
Copyright Year
2020
Book
Marke und digitale Medien

Print ISBN: 978-3-658-27907-3

Electronic ISBN: 978-3-658-27908-0

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-27908-0_9
This content is only visible if you are logged in and have the appropriate permissions.
This content is only visible if you are logged in and have the appropriate permissions.