Published in: marketing journal special edition Mittelstand (Issue 2006)
Authors: Kai Lockermann, Simone Becker
There is no question; brand management in today’s performance and hard competition oriented market is not easy. SMEs, which lack in millions of advertising or product development budgets that are available to e.g. large corporations such as Procter & Gamble, Unilever and Nestlé, would therefore have little hope to grant market claim in the long term.
Published in: marketing journal (Issue 03/2006)
Authors: Christoph Prox, Thorsten Esch
Germany is travelling again. The champion in travelling is back after years of restrain. Having to listen to the nagging of corporate headquarters in the last few years, we could say that the recent tones of the industry are still not comfortable purring about the booming years but the reported and forecasted figures will definitely bring some more confidence.
Published in: MARKENARTIKEL (Issue 08/2006)
Author: Simone Becker
China is not only the factory for the world, but with 1.3 billion people, the potentially largest market in the world. The Do’s and Don’ts for brand management in China.
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