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Book synopsis

Durch den konsequenten Einsatz von Consumer Insights ist es möglich, die Effektivität von Markenkommunikation, Neuproduktentwicklung, Packaging und anderen Marketing-Mix-Elementen deutlich zu steigern. Der Autor, Mel Schoen, nutzt seine langjährige Markenerfahrung, um die Arbeit mit Consumer Insights aus unterschiedlichen Perspektiven darzustellen. Von seinen Ideen und Anregungen - manche davon überraschend - können fast alle Marken profitieren. Geschrieben in verständlichem Englisch, ist das Buch hauptsächlich für den deutschen Markt bestimmt - dort, wo der Autor seit vielen Jahren lebt. Take a ruthless approach to leveraging Consumer Insights and it is possible to increase dramatically the effectiveness of brand communication, packaging, new product development and most other elements of the Marketing Mix. Approaching the subject from various angles, Mel Schoen draws on his experience of working with brands and brand owners for many years. His ideas and suggestions - some of them quite unexpected - can be applied profitably to most products and services. Written in straightforward English, the book is intended mainly for the German marketplace where the author has worked for many years. Currently, Mel Schoen is the owner of Insight Driven Brand Consulting & Communication GmbH in Hamburg.

Book details

Book category Books in German Sozialwissenschaften, Recht, Wirtschaft Wirtschaft

• Full title: Consumer Insights - Love them and leverage them
• Author: Mel Schoen
• Language: German
• Binding: Book
• Number of pages: 128
• EAN: 9783833451829
• ISBN: 3833451823
• ID: 01776097
• Publisher: Books on Demand
• Weight: 132 g
• Dimensions: 203 × 215 × 7 mm
• Date of publishing: 30. June 2006

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