Get Medizin trifft Marke (German Edition) PDF

By Brandmeyer,Pirck,Pogoda,Klaus Brandmeyer,Peter Pirck,Andreas Pogoda

Das Buch liefert theoretische Hintergründe, praktische Anwendungen und aufschlussreiche Fallbeispiele für die Markenbildung im Gesundheitsmarkt. In vielen Bereichen der Gesundheitswirtschaft ist Marke als Management-Instrument und Erfolgsprinzip noch nicht angekommen. Das betrifft alle Segmente: vom pharmazeutischen Produkt über die Apotheke und die Klinik als Marke bis zur Krankenkasse. Mit den „Markentechnischen Instruktionen' soll Grundsätzliches zum Markenmanagement und zur Markenkommunikation vermittelt werden. Die „Markentechnische Praxis' zeigt im erfolgreichen Einzelfall Allgemeingültiges. In keinem anderen Markt spielen das Vertrauen und der 'gute identify' eines Anbieters eine so (kauf-)entscheidende Rolle wie im Gesundheitsmarkt. Die Markentechnik liefert bewährte Strategien und Methoden, mit denen Unternehmen/Leistungen systematisch das Vertrauen ihrer Zielgruppen gewinnen und zu starken Marken aufgebaut werden können.

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Medizin trifft Marke (German Edition) by Brandmeyer,Pirck,Pogoda,Klaus Brandmeyer,Peter Pirck,Andreas Pogoda


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