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Successful Branding - A critical examination of Customer Experience Management for Persona International - Antje Walliser
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Antje Walliser:

Successful Branding - A critical examination of Customer Experience Management for Persona International - Paperback

2005, ISBN: 9783867468664

Paperback, [PU: Examicus Verlag], Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.5, European School of Business Reu… More...

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Successful Branding - A critical examination of Customer Experience Management for Persona International - Walliser, Antje
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Walliser, Antje:

Successful Branding - A critical examination of Customer Experience Management for Persona International - Paperback

2012, ISBN: 9783867468664

[ED: Kartoniert / Broschiert], [PU: GRIN Verlag Examicus Verlag], Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Diploma Thesis from the … More...

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Antje Walliser:
Successful Branding - A critical examination of Customer Experience Management for Persona International - Paperback

ISBN: 3867468664

Successful Branding - A critical examination of Customer Experience Management for Persona International ab 47.95 € als Taschenbuch: Diplomarbeit. 2. Auflage. Aus dem Bereich: Bücher, Tas… More...

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Successful Branding - A critical examination of Customer Experience Management for Persona International - Walliser, Antje
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Walliser, Antje:
Successful Branding - A critical examination of Customer Experience Management for Persona International - new book

2012, ISBN: 3867468664

1. Auflage Kartoniert / Broschiert, mit Schutzumschlag 11, [PU:Examicus Publishing; Examicus]

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Successful Branding - A critical examination of Customer Experience Management for Persona International - Walliser, Antje
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Walliser, Antje:
Successful Branding - A critical examination of Customer Experience Management for Persona International - new book

2012, ISBN: 3867468664

2. Auflage Kartoniert / Broschiert, mit Schutzumschlag 11, [PU:Examicus Verlag; Examicus]

Shipping costs:Versandkostenfrei innerhalb der BRD. (EUR 0.00) MARZIES.de Buch- und Medienhandel, 14621 Schönwalde-Glien
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Successful Branding - A critical examination of Customer Experience Management for Persona International Antje Walliser Author
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ISBN:

9783867468664


Diploma Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.5, European School of Business Reutlingen, language: English, abstract: The aim of this thesis is to critically examine and empirically test the branding approach Managing the Customer Experience by Smith and Wheeler. A comparison of branding theories, differing in their focus internal or external of the organisation during the brand development and implementation process, is carried out. Smith and Wheeler suggest an external orientation during the brand creation. The evaluation shows however that an additional focus internal of the organisation is indispensable: During brand development the management brand vision and the organisational culture should be considered, as Harris and De Chernatony suggest. Internal acceptance of the brand, avoidance of resistance, and use of internal knowledge can be achieved by this. Furthermore the company vision, mission and values have to be considered as Davis suggests. Misalignment between the brand and company strategy can cause negative consequences like a dilution of strategic focus. After empirically testing the Smith and Wheelers brand development process by means of Persona International, the previously identified shortcoming are practically explored. Implementing the brand, Smith and Wheeler suggest to aim at creating an unbeatable customer experience with the help of employees. This idea is shown to be promising..... *** Die vorliegende Diplomarbeit hat das Ziel, sich kritisch mit der Theorie Managing the Customer Experience von Smith und Wheeler auseinander zu setzen und diese empirisch zu prüfen.

Details of the book - Successful Branding - A critical examination of Customer Experience Management for Persona International Antje Walliser Author


EAN (ISBN-13): 9783867468664
ISBN (ISBN-10): 3867468664
Hardcover
Paperback
Publishing year: 2012
Publisher: Examicus Publishing Core >1

Book in our database since 2008-05-08T07:51:21-04:00 (New York)
Detail page last modified on 2022-09-16T07:43:03-04:00 (New York)
ISBN/EAN: 9783867468664

ISBN - alternate spelling:
3-86746-866-4, 978-3-86746-866-4
Alternate spelling and related search-keywords:
Book author: walliser
Book title: persona, customer experience management, international management, branding, walliser

Information from Publisher

Author: Antje Walliser
Title: Successful Branding - A critical examination of Customer Experience Management for Persona International
Publisher: Examicus
103 Pages
133,75 € (DE)
137,50 € (AT)
Not available (reason unspecified)

BA; Hardcover, Softcover / Wirtschaft/Werbung, Marketing; Betriebswirtschaft und Management

Dieser Titel ist auch als Online-Publikation beim Verlag Examicus GmbH & Co. KG unter www.examicus.de als Download erhältlich.
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