Beitrag, Deutsch, 9 Seiten, planung & analyse
Autor: Dr. Jürgen Kumbartzki
Herausgeber / Co-Autor: Franzen, O.
Erscheinungsdatum: 2004
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Dr. rer. pol. Jürgen Kumbartzki:
planung & analyse:
The value and the positioning of corporate are stamped by four target groups, the customers, the employees, the shareholders and the public.
Till now no common position for the meaning of the four stakeholder groups for corporate brands is represented in the marketing science. In the context of an international empirical study with opinion leaders the role of the different stakeholder groups is worked out with the help of causal models.
After first knowledge the shareholders or the public probably play a less important role in the communication of corporate brands than the customers or the employees.
This fact also has to be reflected in the assessment of corporate brands. Models which are going to value corporate brands have to analyze all four claim groups and have to regard their specific relevance for the brand.
DE, Heidelberg
Geschäftsführer
TAIKN Strategische Markenberatung
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