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Einsatzfelder von Merchandising im Fokus

In: Haptische Werbung. Merchandising. Licensing

Author

Listed:
  • Michael Kleinjohann

    (ISM International School of Management)

Abstract

Zusammenfassung Merchandising hat insbesondere in Märkten mit intensiver Emotionalisierung und mit tiefgehendem Involvement der Zielgruppen wie u. a. in der Kultur als „Book-Merch“, „Musik-Merch“ oder „Art-Merch“, im Sport in Form von „Fanartikeln“, im Tourismus als „Souvenirs“ oder in Religionen als „Devotionalien“ eine populäre Verbreitung und eine prominente Präsenz als Marketinginstrument oder Geschäftsmodell.

Suggested Citation

  • Michael Kleinjohann, 2025. "Einsatzfelder von Merchandising im Fokus," Springer Books, in: Haptische Werbung. Merchandising. Licensing, chapter 0, pages 319-346, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49129-1_10
    DOI: 10.1007/978-3-658-49129-1_10
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