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High End braucht starke Wurzeln - Innengerichtetes Corporate Brand Management als entscheidender Erfolgsfaktor im High-End-Marketing

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  • Ivancic, Ronald
  • Camozzi, Marco

Abstract

Denkt man an High­End­Marketing, so kommen vielen ausgefeilte Instrumentarien der Entscheidungsbeeinflussung in den Sinn. Doch gerade im Bereich der Luxusgüter sowie komplexer B­to ­B­Lösungen, also in High­End­Märkten, steht Selbstverständlicheres im Fokus. Der Beitrag zeigt, dass v.a. das Grundsätzliche oftmals das Besondere und somit den Erfolg in High­End­Segmenten ausmacht.

Suggested Citation

  • Ivancic, Ronald & Camozzi, Marco, 2016. "High End braucht starke Wurzeln - Innengerichtetes Corporate Brand Management als entscheidender Erfolgsfaktor im High-End-Marketing," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(5), pages 16-25.
    • Handle: RePEc:zbw:hsgmrs:275869
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