December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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2 Markenmanagement in der Hotellerie
2.1 Zur Bedeutung der Marke
Angesichts einer stetig zunehmenden Wettbewerbsintensität auf vielen Märkten und dem daraus resultierenden Bedarf an Orientierung, Identifikation und Differenzierung gewinnen Markenstrategien zunehmend an Bedeutung. Die hohe Relevanz der Marke bzw. von Marken für den Unternehmenserfolg, ist dabei sowohl in Wissenschaft als auch in der Unternehmenspraxis unbestritten, und so untermauern zahlreiche Beiträge aus unterschiedlichsten Branchen und Sektoren die positive Beziehung zwischen Markenstärke und Unternehmenserfolg (Adjouri 2014; Stauss/Bruhn 2008; Schultz/Schultz 2005¸ Esch et al. 2004). Die Marke wird als zentraler Werttreiber bzw. immaterieller Wertschöpfer in Unternehmen ...
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