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Konsumentenzufriedenheit und Beschwerden
| Konsumentenzufriedenheit und Beschwerden |
| Autore | Bruhn Manfred |
| Pubbl/distr/stampa | Bern, : Peter Lang International Academic Publishers, 2018 |
| Descrizione fisica | 1 online resource (233) |
| Soggetto topico |
Economic theory & philosophy
Market research |
| ISBN | 9783820457124 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Altri titoli varianti | Schriften zu Marketing und Management vol. 4 |
| Record Nr. | UNINA-9910306615303321 |
Bruhn Manfred
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| Bern, : Peter Lang International Academic Publishers, 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Konsumentenzufriedenheit und Beschwerden
| Konsumentenzufriedenheit und Beschwerden |
| Autore | Bruhn Manfred |
| Pubbl/distr/stampa | Bern, : Peter Lang International Academic Publishers, 2018 |
| Descrizione fisica | 1 online resource (233) |
| Soggetto topico |
Economic theory & philosophy
Market research |
| ISBN | 9783820457124 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Altri titoli varianti | Schriften zu Marketing und Management vol. 4 |
| Record Nr. | UNINA-9910765615803321 |
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Bruhn Manfred
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| Bern, : Peter Lang International Academic Publishers, 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Konsumentenzufriedenheit und Beschwerden : Erklaerungsansaetze und Ergebnisse einer empirischen Untersuchung in ausgewaehlten Konsumbereichen
| Konsumentenzufriedenheit und Beschwerden : Erklaerungsansaetze und Ergebnisse einer empirischen Untersuchung in ausgewaehlten Konsumbereichen |
| Autore | Bruhn Manfred |
| Pubbl/distr/stampa | Bern, : Peter Lang International Academic Publishing Group, 2018 |
| Descrizione fisica | 1 electronic resource (233 p.) |
| Collana | Schriften zu Marketing und Management |
| Soggetto topico |
Economic theory & philosophy
Market research |
| Soggetto non controllato |
ausgewählten
Beschwerden Bruhn einer empirischen Ergebnisse Erklärungsansätze Konsumbereichen Konsumentenzufriedenheit Untersuchung |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Record Nr. | UNINA-9910563004503321 |
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Bruhn Manfred
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| Bern, : Peter Lang International Academic Publishing Group, 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing [[electronic resource] ] : Grundlagen für Studium und Praxis / / von Manfred Bruhn
| Marketing [[electronic resource] ] : Grundlagen für Studium und Praxis / / von Manfred Bruhn |
| Autore | Bruhn Manfred |
| Edizione | [13th ed. 2016.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 |
| Descrizione fisica | 1 online resource (XII, 317 S. 75 Abb. in Farbe.) |
| Disciplina | 658.8 |
| Soggetto topico | Marketing |
| ISBN | 3-658-09803-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Marketingplanung -- Marketingstrategie -- Marketingforschung -- Produkt- und Preispolitik -- Kommunikations- und Vertriebspolitik -- Marketingorganisation -- Marketingcontrolling. |
| Record Nr. | UNINA-9910483961303321 |
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Bruhn Manfred
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| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketingübungen [[electronic resource] ] : Basiswissen, Aufgaben, Lösungen. Selbstständiges Lerntraining für Studium und Beruf / / von Manfred Bruhn
| Marketingübungen [[electronic resource] ] : Basiswissen, Aufgaben, Lösungen. Selbstständiges Lerntraining für Studium und Beruf / / von Manfred Bruhn |
| Autore | Bruhn Manfred |
| Edizione | [5th ed. 2017.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 |
| Descrizione fisica | 1 online resource (XII, 261 S. 67 Abb.) |
| Disciplina | 658.8 |
| Soggetto topico | Marketing |
| ISBN | 3-658-09677-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Grundbegriffe und Konzepte des Marketing -- Marketingplanung -- Marketingstrategie -- Marketingforschung -- Produkt- und Preispolitik -- Kommunikations- und Vertriebspolitik -- Marketingorganisation und -controlling. |
| Record Nr. | UNINA-9910484906303321 |
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Bruhn Manfred
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| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Quality Management for Services [[electronic resource] ] : Handbook for Successful Quality Management. Principles – Concepts – Methods / / by Manfred Bruhn
| Quality Management for Services [[electronic resource] ] : Handbook for Successful Quality Management. Principles – Concepts – Methods / / by Manfred Bruhn |
| Autore | Bruhn Manfred |
| Edizione | [1st ed. 2023.] |
| Pubbl/distr/stampa | Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2023 |
| Descrizione fisica | 1 online resource (645 pages) |
| Disciplina | 658.562 |
| Soggetto topico |
Service industries
Industries Customer relations—Management Services Customer Relationship Management |
| ISBN | 3-662-67032-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Basics of quality management for services -- Analysis of service quality -- Planning and control of quality management for services -- Implementation of quality management for services -- Quality controlling for services. |
| Record Nr. | UNINA-9910736017503321 |
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Bruhn Manfred
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| Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Qualitätsmanagement für Dienstleistungen [[electronic resource] ] : Handbuch für ein erfolgreiches Qualitätsmanagement. Grundlagen – Konzepte – Methoden / / von Manfred Bruhn
| Qualitätsmanagement für Dienstleistungen [[electronic resource] ] : Handbuch für ein erfolgreiches Qualitätsmanagement. Grundlagen – Konzepte – Methoden / / von Manfred Bruhn |
| Autore | Bruhn Manfred |
| Edizione | [10th ed. 2016.] |
| Pubbl/distr/stampa | Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer Gabler, , 2016 |
| Descrizione fisica | 1 online resource (639 p.) |
| Disciplina | 650 |
| Soggetto topico |
Service industries
Marketing Management Services |
| ISBN | 3-662-50360-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Grundlagen des Qualitätsmanagements für Dienstleistungen -- Analyse der Dienstleistungsqualität -- Planung und Steuerung des Qualitätsmanagements für Dienstleistungen -- Umsetzung des Qualitätsmanagements für Dienstleistungen -- Qualitätscontrolling für Dienstleistungen. |
| Record Nr. | UNINA-9910484091303321 |
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Bruhn Manfred
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| Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer Gabler, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Services marketing : managing the service value chain / / Manfred Bruhn and Dominik Georgi
| Services marketing : managing the service value chain / / Manfred Bruhn and Dominik Georgi |
| Autore | Bruhn Manfred |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Harlow, England : , : FT Prentice Hall, , [2006] |
| Descrizione fisica | 1 online resource (xxvi, 478 páginas) : ilustraciones |
| Disciplina | 658.8 |
| Soggetto topico |
Service industries - Marketing - Management
Customer services - Marketing - Management Business logistics - Management |
| ISBN |
1-5129-3951-X
1-280-60106-X 9786610601066 1-4058-7107-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910154653003321 |
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Bruhn Manfred
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| Harlow, England : , : FT Prentice Hall, , [2006] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Sports marketing : fundamentals - strategies - instruments / / Manfred Bruhn and Peter Rohlmann
| Sports marketing : fundamentals - strategies - instruments / / Manfred Bruhn and Peter Rohlmann |
| Autore | Bruhn Manfred |
| Pubbl/distr/stampa | Wiesbaden, Germany : , : Springer, , [2023] |
| Descrizione fisica | 1 online resource (92 pages) |
| Disciplina | 796 |
| Soggetto topico | Sports - Marketing |
| ISBN | 3-658-39122-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Intro -- Preface -- Contents -- About the Authors -- 1 Introduction -- Abstract -- 2 Sports Marketing at the Center of Various Markets -- Abstract -- 2.1 Marketing in Sport and Marketing with Sport -- 2.2 Sport Marketing as a Prerequisite for Professionalization -- 2.3 Specialties in the Sports Market -- 2.4 Development of Sports Marketing -- 2.5 Sport Marketing as a Management Process -- 3 Basics of Sports Marketing -- Abstract -- 3.1 Value Creation Through Sport -- 3.2 Brand Management and Brand Protection in Sport -- 3.3 Rights Trading and Business Models of Marketing -- 3.4 Legal Basis for Cooperation with Partners -- 3.5 Strategic and Operational Marketing in Sports -- 4 Product and Service Aspects in Sports Marketing -- Abstract -- 4.1 Product and Service Offerings in Sport -- 4.2 Compensation of Marketing Partners -- 4.3 Range of Services as Drivers of Sales -- 5 Prices and Contracts in Sports Marketing -- Abstract -- 5.1 Prices as a Valuation and Negotiation Result -- 5.2 Price Strategies and Influencing Factors -- 6 Communication Topics in Sports Marketing -- Abstract -- 6.1 Communication and Advertising Rights in Sports Marketing -- 6.2 Sports Marketing and Sports Sponsorship -- 6.3 Sports Sponsorship from a Corporate Perspective -- 7 Sales Channels in Sports Marketing -- Abstract -- 7.1 Sales Policy Aspects in Sports Marketing -- 7.2 Individual and Central Marketing -- 7.3 Working with Agencies -- 8 Perspectives of Sport-Opportunities and Risks in Sports Marketing -- Abstract -- 8.1 General Trends for the Sports Ecosystem -- 8.2 System-Immanent Change Tendencies -- 8.3 Instrumentalization of Sport -- References. |
| Record Nr. | UNINA-9910627275303321 |
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Bruhn Manfred
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| Wiesbaden, Germany : , : Springer, , [2023] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Sports Sponsoring : Requirements and Practical Examples for Successful Partnerships
| Sports Sponsoring : Requirements and Practical Examples for Successful Partnerships |
| Autore | Bruhn Manfred |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Vieweg. in Springer Fachmedien Wiesbaden GmbH, , 2024 |
| Descrizione fisica | 1 online resource (563 pages) |
| Altri autori (Persone) | RohlmannPeter |
| ISBN |
9783658441715
9783658441708 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Preface -- Acknowledgment -- Contents -- List of Figures -- 1 Sponsoring as an Element of Sports Marketing -- Abstract -- 1.1 Concept of Sponsoring and Distinctions -- 1.2 Development Phases of Sponsoring in Practice and Science -- Development of sponsoring in practice -- Development of Sponsoring in Science -- 1.3 Structure of the Sponsoring Market -- 1.4 Importance of Sponsoring Rights (incl. Case Study Raiffeisen Switzerland) -- Case Study Raiffeisen Switzerland-digital and sales-oriented sponsoring activation in sports -- Review and Initial Situation -- Core goals of national sponsoring and integration into overall marketing strategy of Raiffeisen Switzerland -- National Snow Sports Strategy -- Activation Strategy Raiffeisen Snow Sports Commitment -- Expansion of a digital and sales-oriented activation strategy in snow sports engagement -- The strategy of the future: welovesnow.ch-editorial owned media content platform -- 1.5 Key Points -- References -- 2 Forms of Sports Sponsoring -- Abstract -- 2.1 Overview of Classifications -- Classification by Recipients (sponsored parties) and Givers (sponsors) in Sports Sponsoring -- Classification According to the Scope of the Sponsoring Commitment -- Classification according to the measures of a sponsoring -- Classification according to the sponsoring object -- Classification by Organizational Units -- 2.2 Sponsoring of Individual Athletes (incl. Case Study ING) -- Fame and Athletic Performance of the Athlete -- Athlete's Sympathy -- Athlete's Image Profile -- Athlete's Credibility and Industry Affinity -- Case Study ING-Long-term focused sponsoring on a sports -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Criteria for Selecting Sponsorings -- Activation of Sponsorings -- Success Measurement, Selected Insights and Parameters -- 2.3 Sponsoring of Sports Teams.
2.4 Sponsoring of sports events (incl. Allianz case study) -- International Sporting Events -- Selection Criteria for Sporting Events -- Marketing Rights for Sporting Events -- Use of Event Rights -- Sponsoring with Predicates -- Case Study Allianz-Olympic and Paralympic Commitment -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- 2.5 Virtual sponsoring -- Sponsoring at virtual events -- Use of virtual tools for the presentation of companies and products -- Virtual implementation of sponsoring -- 2.6 Equipment Sponsoring as a Special Case of Sports Sponsoring -- 2.7 Ambush Marketing in Sports Sponsoring -- Ambush Marketing within a "Subcategory" of a Sports Event -- Ambush Marketing through Outdoor Advertising -- Ambush Marketing through Television Advertising -- Ambush Marketing by Concealing Sponsors' Communicative Measures -- Ambush Marketing through Program Sponsoring -- 2.8 Key Points -- References -- 3 Planning Process of Sports Sponsoring -- Abstract -- 3.1 Task Definition -- 3.2 Analysis Phase of Sports Sponsoring -- 3.3 Planning Phase of Sports Sponsoring -- Determination of the goals of the sponsoring -- Identification and selection of the target groups of sports sponsoring -- Defining the Sponsoring Strategy -- 3.4 Implementation Phase of Sports Sponsoring -- Calculation of the Budget for Sports Sponsoring -- Selection of Sponsorings in Sports Sponsoring -- Implementation of Individual Measures in Sports Sponsoring -- Collaboration with Agencies in Sports Sponsoring -- 3.5 Control Phase of Sports Sponsoring (incl. Novartis Case Study) -- Case Study: Sports Sponsoring by Novartis -- Initial Situation -- Targets -- Novartis as Leading Partner of FC Basel 1893 -- Novartis as Main Sponsor and Official Health Care Partner of EV Zug -- Key Learnings -- 3.6 Key Points. References -- 4 Situation Analysis in Sports Sponsoring -- Abstract -- 4.1 Necessity of a Systematic Situation Analysis -- 4.2 Analysis Fields and Methods of a Sponsoring-Related Situation Analysis -- 4.3 Internal Situation Analysis in Practice -- Self-analysis of the Sponsored Party -- Sponsor's Self-Analysis -- 4.4 External Situation Analysis in Practice -- External Analysis of the Sponsored -- External Analysis of the Sponsor -- 4.5 Interdependencies in External and Internal Situation Analysis -- 4.6 Key Points -- References -- 5 Goals and Target Groups of Sports Sponsoring -- Abstract -- 5.1 Setting the Goals and Motives of Sports Sponsoring -- Economic Goals of Sports Sponsoring -- Psychological Goals of Sports Sponsoring -- 5.2 Target Group Planning of Sports Sponsoring -- Target Groups of the Sponsors -- Target Groups of the Sponsored -- Selection of Target Groups for Sports Sponsoring -- 5.3 Target Group Planning for the Sponsoring Recipients (Including HypoVereinsbank/Unicredit Case Study) -- Case Study HypoVereinsbank/UniCredit-Sales Driven Sponsoring -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Criteria for Selection of Sponsorings -- Activation of Sponsorings -- Success Measurement, Selected Insights and Parameters -- Outlook -- 5.4 Key Points -- References -- 6 Strategic Orientation of Sports Sponsoring -- Abstract -- 6.1 Dimensions of Sports Sponsoring Strategy -- 6.2 Types of Strategies in Sports Sponsoring -- 6.3 Forms of Strategies in Sports Sponsoring (Incl. Bell Food Group Case Study) -- Mainstream Sponsoring -- Niche Sponsoring -- Regional Sponsoring -- Case Study Bell Group-Regional sponsoring at FC Basel -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results. 6.4 Strategic Principles and Guidelines in Sports Sponsoring (Incl. Case Studies DKB, Penny and Warsteiner) -- Case Study DKB-Sustainable Positioning of DKB -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Criteria for the Selection of Sponsorings -- Activation of Sponsorings in the Area of Social Sustainability -- Measurement of Success, Selected Insights and Parameters -- Case Study Penny-Dominant Sponsoring -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- Case Study Warsteiner-First Mover -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- 6.5 Key Points -- References -- 7 Budgeting of Sports Sponsoring -- Abstract -- 7.1 Criteria for Budgeting -- 7.2 Components of the Sponsoring Budget -- 7.3 Determining Budget Size and Budget Allocation -- 7.4 Budgeting Methods in Practice -- 7.5 Budgeting as a Basis for Negotiations -- 7.6 Budgeting of Activation Costs -- 7.7 Sponsoring Volumes in Practice -- 7.8 Key Points -- References -- 8 Selection of Engagements in Sports Sponsoring -- Abstract -- 8.1 Levels of Selection Decisions -- 8.2 Rough Selection of Sports -- 8.3 Fine Selection of Sponsorings -- 8.4 Termination of Sponsorings (Incl. Case Study Mercedes-Benz and DFB) -- Case Study Mercedes-Benz-Termination of the sponsoring with the DFB -- Initial Situation for the Sponsoring and Its End -- Origins of the Sponsoring Termination between Mercedes-Benz and the DFB -- Termination Management by Mercedes-Benz -- 8.5 Key Points -- References -- 9 Integration of Sports Sponsoring into Marketing and Corporate Communication -- Abstract -- 9.1 Integration into the Communication Mix -- 9.2 Integration of Sports Sponsoring into the Sponsoring Mix. 9.3 Decision Levels for Sports Sponsoring in the Corporate Hierarchy (Incl. Case Study Deutsche Telekom) -- Case Study Deutsche Telekom-sponsoring and brand communication -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- 9.4 Key Points -- References -- 10 Operational Design of Sports Sponsoring -- Abstract -- 10.1 Design Dimensions of Sports Sponsoring -- 10.2 Development of Individual Measures for Sports Sponsoring -- 10.3 Content, Formal and Temporal Design (Incl. Case Study Mercedes-Benz and Laver Cup) -- Sponsoring of Individual Athletes -- Sponsoring of Sports Teams -- Sponsoring of Sports Events -- Case Study Mercedes Benz and Laver Cup for the Activation of Sponsoring -- 10.4 Key Points -- References -- 11 Success Control in Sports Sponsorsing -- Abstract -- 11.1 Methodological Approach to Success Control -- Methods of data collection -- Timing of the measurement -- Type of Measurement -- Type of Test Situation -- 11.2 Forms of Success Control -- 11.3 Methods of Process Control -- Checklists (Checklist) -- Bar Charts and Network Planning Technique -- Point Evaluation Method (Scoring Models) -- Mini-Audit -- Process Audit -- Balanced Sponsoring Scorecard -- Sponsoring Dashboard -- 11.4 Methods of Effectiveness Control -- Measurement of the Perception of Sponsoring Measures -- Measurement of the Memory Effect -- Conducting Image Studies -- Determination of Contact Numbers -- 11.5 Methods of Efficiency Control -- Determination of Cost-Benefit Ratios -- Determination of Cost-Performance Diagrams -- Use of Process Cost Accounting -- Calculation of Thousand Sponsoring Contact Price (TSCP) -- Advertising Value Calculation -- Calculation of PR Value -- Calculation of Target Group Affinity -- Calculation of Index Points -- Calculation of Return on Sponsoring Investment (ROSI). Sponsoring Value Analysis (SVA). |
| Record Nr. | UNINA-9910865273603321 |
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Bruhn Manfred
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| Wiesbaden : , : Springer Vieweg. in Springer Fachmedien Wiesbaden GmbH, , 2024 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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