{"id":1002,"date":"2020-04-25T09:37:10","date_gmt":"2020-04-25T07:37:10","guid":{"rendered":"http:\/\/www.rm-communication.de\/home\/?p=1002"},"modified":"2023-11-29T14:01:29","modified_gmt":"2023-11-29T12:01:29","slug":"marke-4-0","status":"publish","type":"post","link":"https:\/\/www.rm-communication.de\/home\/2020\/04\/25\/marke-4-0\/","title":{"rendered":"Marke 4.0"},"content":{"rendered":"\n

Die Digitalisierung r\u00e4umt auf, er\u00f6ffnet viele M\u00f6glichkeiten und stiftet aber auch Verwirrung. Nicht nur im kommunikativen Bereichen, den (sozialen) Medien oder dem Internet, sondern auch in der Wahrnehmung der Firmen, Produkte oder Leistungen. Jede(r) kann sagen und meinen, was er\/sie will und wird von seinen\/ihren Interessensgruppen geh\u00f6rt, gelesen oder geteilt. Wer da als Unternehmen seine Position behaupten will, kommt nicht umhin eine Marke aufzubauen, zu stabilisieren oder auszubauen, das hei\u00dft sich den Rahmenbedingungen des digitalen Zeitalters anzupassen. L\u00e4ngst sind Marken nicht mehr Wiedererkennungssymbole mit denen man Produkteigenschaften oder Images assoziiert. Marken m\u00fcssen mittlerweile mehrere Anforderungen erf\u00fcllen, um den relevanten Anspruchsgruppen der Unternehmen Stabilit\u00e4t in st\u00fcrmischen Zeiten zu gew\u00e4hrleisten.<\/p>\n\n\n\n

Marken m\u00fcssen mittlerweile mehrere Anforderungen erf\u00fcllen, um den relevanten Anspruchsgruppen der Unternehmen Stabilit\u00e4t in st\u00fcrmischen Zeiten zu gew\u00e4hrleisten. Marken stehen mittlerweile f\u00fcr eine innere Haltung des Unternehmens, die alle Bereiche betrifft, nicht nur die die des Marketings. Wer das erkannt hat, wird Erfolg haben. Das Buch ist mehr als ein Einstieg in die Materie und hilft Markenverantwortlichen, in schwierigen Gew\u00e4ssern den richtigen Kurs zu halten. Der Autor, Franz-Rudolf Esch, ist nicht nur wissenschaftlich ein Kenner der Materie, er ist auch K\u00f6nner im praktischen Unternehmensalltag und ber\u00e4t zahlreiche renommierte Firmen.<\/p>\n\n\n\n

\n

Esch, Franz-Rudolf<\/strong>
M\u00fcnchen 2020<\/strong>
259 Seiten<\/strong>
Verlag Vahlen<\/strong>
ISBN 978-3-8006-5940-1<\/strong>
39,80 \u20ac<\/strong><\/p>\n<\/div>

\"\"<\/figure><\/div>\n\n\n\n
<\/div>\n","protected":false},"excerpt":{"rendered":"

Die Digitalisierung r\u00e4umt auf, er\u00f6ffnet viele M\u00f6glichkeiten und stiftet aber auch Verwirrung. Nicht nur im kommunikativen Bereichen, den (sozialen) Medien [Mehr …]<\/a><\/p>\n<\/div>","protected":false},"author":1,"featured_media":1280,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33,45,71],"tags":[121,123,122,124],"class_list":{"0":"post-1002","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-empfehlenswerte-buecher","8":"category-marketing-kommunikation","9":"category-news","10":"tag-buchvorstellung","11":"tag-franz-rudolf-esch","12":"tag-marke-4-0","13":"tag-rmc"},"yoast_head":"\nMarke 4.0 - RM-Communication<\/title>\n<meta name=\"description\" content=\"Die Digitalisierung r\u00e4umt auf, er\u00f6ffnet viele M\u00f6glichkeiten und stiftet aber auch Verwirrung. 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