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Author: Leonie Matzick Publisher: ISBN: 9783656451679 Category : Languages : en Pages : 90
Book Description
Scholarly Research Paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Avans+ Hogeschool B.V., Breda (Verwaltungs- und Wirtschaftsakademie, Krefeld), course: Bachelor of Business Administration, 93 entries in the bibliography, language: English, abstract: First of all, the following chapter will deal with the framework of brand evaluation. To give an idea of the internet service provider Yahoo!, the company will be introduced in the first part. The next part concentrates on the role an established brand plays and what effect it has. The following chapter will point out what it means to lead a brand and which value it has to a company. As a matter of course, the conclusions will be related to the special case of Yahoo!. To provide a general survey of the topic of brand evaluation, the next chapter deals with the economical and judicial frame. It explains the situation within the topic of intangible assets and their special treatment concerning the balance sheet. In Chapter 2.4.2 the different causes for brand evaluation will be described and the cause of acquisition will be determined as the appropriate cause for the present case of Yahoo!. Chapter 2.5 concentrates on the necessary requirements for a sufficient and objective brand evaluation, especially in the case of acquisition. Before three of the most important and established methods of brand evaluation will be analysed, the large number of all current methods have to be categorised. For that reason the third chapter will start with the classification of methods. After regarding the three possible categories, the last part will come to the decision for just one category, which comes into question for the present case.(...) After these three analyses, it is possible to overlook the whole topic of brand evaluation. Chapter 2.5 defines the general requirements for an objective method of brand evaluation. The foll
Author: Leonie Matzick Publisher: ISBN: 9783656451679 Category : Languages : en Pages : 90
Book Description
Scholarly Research Paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Avans+ Hogeschool B.V., Breda (Verwaltungs- und Wirtschaftsakademie, Krefeld), course: Bachelor of Business Administration, 93 entries in the bibliography, language: English, abstract: First of all, the following chapter will deal with the framework of brand evaluation. To give an idea of the internet service provider Yahoo!, the company will be introduced in the first part. The next part concentrates on the role an established brand plays and what effect it has. The following chapter will point out what it means to lead a brand and which value it has to a company. As a matter of course, the conclusions will be related to the special case of Yahoo!. To provide a general survey of the topic of brand evaluation, the next chapter deals with the economical and judicial frame. It explains the situation within the topic of intangible assets and their special treatment concerning the balance sheet. In Chapter 2.4.2 the different causes for brand evaluation will be described and the cause of acquisition will be determined as the appropriate cause for the present case of Yahoo!. Chapter 2.5 concentrates on the necessary requirements for a sufficient and objective brand evaluation, especially in the case of acquisition. Before three of the most important and established methods of brand evaluation will be analysed, the large number of all current methods have to be categorised. For that reason the third chapter will start with the classification of methods. After regarding the three possible categories, the last part will come to the decision for just one category, which comes into question for the present case.(...) After these three analyses, it is possible to overlook the whole topic of brand evaluation. Chapter 2.5 defines the general requirements for an objective method of brand evaluation. The foll
Author: P.L.Patrick Rau Publisher: Springer ISBN: 3642391435 Category : Computers Languages : en Pages : 568
Book Description
This is the first part of the two-volume set (LNCS 8023-8024) that constitutes the refereed proceedings of the 5th International Conference on Cross-Cultural Design, held as part of the 15th International Conference on Human-Computer Interaction, HCII 2013, held in Las Vegas, USA in July 2013, jointly with 12 other thematically similar conferences. The total of 1666 papers and 303 posters presented at the HCII 2013 conferences was carefully reviewed and selected from 5210 submissions. These papers address the latest research and development efforts and highlight the human aspects of design and use of computing systems. The papers accepted for presentation thoroughly cover the entire field of human-computer interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas. This two-volume set contains 113 papers. The papers in this volume focus on the following topics: cross-cultural product design, cross-cultural design methods and techniques, international usability evaluation, and case studies in cross-cultural design.
Author: María Rodríguez-Rabadán Benito Publisher: Taylor & Francis ISBN: 1000905586 Category : Business & Economics Languages : en Pages : 156
Book Description
In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the brands' mastery of entertainment. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in their successful execution, as well as the effects it has on consumers and audiences. This insightful book will be a valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting.
Author: Nicholas Tsounis Publisher: Springer Nature ISBN: 3030382532 Category : Business & Economics Languages : en Pages : 720
Book Description
This proceedings volume presents new methods and applications in applied economics with special interest in advanced cross-section data estimation methodology. Featuring select contributions from the 2019 International Conference on Applied Economics (ICOAE 2019) held in Milan, Italy, this book explores areas such as applied macroeconomics, applied microeconomics, applied financial economics, applied international economics, applied agricultural economics, applied marketing and applied managerial economics. International Conference on Applied Economics (ICOAE) is an annual conference that started in 2008, designed to bring together economists from different fields of applied economic research, in order to share methods and ideas. Applied economics is a rapidly growing field of economics that combines economic theory with econometrics, to analyze economic problems of the real world, usually with economic policy interest. In addition, there is growing interest in the field of applied economics for cross-section data estimation methods, tests and techniques. This volume makes a contribution in the field of applied economic research by presenting the most current research. Featuring country specific studies, this book is of interest to academics, students, researchers, practitioners, and policy makers in applied economics, econometrics and economic policy.
Author: Lorenzo Carver Publisher: John Wiley & Sons ISBN: 1118182332 Category : Business & Economics Languages : en Pages : 293
Book Description
Very few of the decision makers involved in a venture backed company have a definitive understanding of how valuation techniques are being applied to their financial statements and their decision making process. This casebook provides a quick and accurate road map on how valuation techniques used for tax, financial reporting and deal structure impact a company's past, present and future. The book includes real world case studies to simplify this complex subject for the practitioners serving companies, the founders and executives running the companies, and the investors that fund the companies.
Author: Richard A. Gershon Publisher: Routledge ISBN: 1136288929 Category : Language Arts & Disciplines Languages : en Pages : 455
Book Description
With today’s dynamic and rapidly evolving environment, media managers must have a clear understanding of different delivery platforms, as well as a grasp of critical management, planning, and economic factors in order to stay current and move their organizations forward. Developed for students in telecommunications management, media management, and the business of media, this text helps future media professionals understand the relationship and convergence patterns between the broadcast, cable television, telephony, and Internet communication industries. The second edition includes updated research throughout , including material on major business and technology changes and the importance of digital lifestyle reflected in e-commerce and personalized media selection, such as Netflix and iTunes, and the growing importance of Facebook and social networking from a business perspective.
Author: Bernd W. Wirtz Publisher: Springer Nature ISBN: 3030634825 Category : Business & Economics Languages : en Pages : 762
Book Description
This textbook introduces readers to digital business from a management standpoint. It provides an overview of the foundations of digital business with basics, activities and success factors, and an analytical view on user behavior. Dedicated chapters on mobile and social media present fundamental aspects, discuss applications and address key success factors. The Internet of Things (IoT) is subsequently introduced in the context of big data, cloud computing and connecting technologies, with a focus on industry 4.0, smart business services, smart homes and digital consumer applications, as well as artificial intelligence. The book then turns to digital business models in the B2C (business-to-consumer) and B2B (business-to-business) sectors. Building on the business model concepts, the book addresses digital business strategy, discussing the strategic digital business environment and digital business value activity systems (dVASs), as well as strategy development in the context of digital business. Special chapters explore the implications of strategy for digital marketing and digital procurement. Lastly, the book discusses the fundamentals of digital business technologies and security, and provides an outline of digital business implementation. A comprehensive case study on Google/Alphabet, explaining Google's organizational history, its integrated business model and its market environment, rounds out the book.
Author: Denise Lee Yohn Publisher: John Wiley & Sons ISBN: 111861125X Category : Business & Economics Languages : en Pages : 278
Book Description
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Author: Leonie Matzick
Author: Leonie Matzick
Author: P.L.Patrick Rau
Author: Kevin Lane Keller
Author: María Rodríguez-Rabadán Benito
Author: Nicholas Tsounis
Author: Lorenzo Carver
Author: Kevin Lane Keller
Author: Richard A. Gershon
Author: Bernd W. Wirtz
Author: Denise Lee Yohn