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Values in Internal Marketing

Living the Brand in Sustainable Banking
Autor:innen:
Verlag:
 2013

Zusammenfassung

Welches sind die Vorbedingungen für wertebezogenes Mitarbeiterverhalten und wie wirkt es sich auf den Erfolg aus? Aus der Sicht nachhaltiger Wettbewerbsvorteile untersucht der Autor das Konzept ‚living the brand’. Es zeigt sich, dass Markenorientierung und Wertefit markenkonformes Verhalten beeinflussen. Die innere Struktur von ‚living the brand’ wird erstmals durch eine zeitliche-, eine normative- und eine werbliche Komponente definiert. Dieses Modell wird qualitativ und quantitativ durch repetitive Fallstudien Analysen im Bereich von sozial ökologischen Bankdienstleitungen positiv validiert.

Neben vielen Handlungsanweisungen für die interne Markenführung diskutiert das Buch übergeordnete strategische Ansätze zur Unternehmensführung und Fragen zur Identifizierung mit der Marke. Längere Abschnitte beschreiben das Phänomen social banking im Vergleich zu konventionellem banking und erklären die angewandten Forschungsmethoden. Der Band liefert wertvolle Erkenntnisse zur Steigerung des Markenwertes für Manager, Marketing-, HR-Fachleute, Studenten und Ökonomen.

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Bibliographische Angaben

Copyrightjahr
2013
ISBN-Print
978-3-8487-0534-4
ISBN-Online
978-3-8452-4813-4
Verlag
Nomos, Baden-Baden
Reihe
Wettbewerb und Regulierung von Märkten und Unternehmen
Band
22
Sprache
Englisch
Seiten
270
Produkttyp
Monographie

Inhaltsverzeichnis

KapitelSeiten
  1. Titelei/Inhaltsverzeichnis Kein Zugriff 1 - 14
  2. Abbreviations and symbols Kein Zugriff 15 - 18
  3. Abstract Kein Zugriff 19 - 20
  4. Introduction Kein Zugriff 21 - 29
  5. Living the brand Kein Zugriff 30 - 65
  6. Social banks Kein Zugriff 66 - 82
  7. Research questions, conceptual model and hypotheses Kein Zugriff 83 - 92
  8. Methodology Kein Zugriff 93 - 144
  9. Results Kein Zugriff 145 - 197
  10. Final conclusions and implications Kein Zugriff 198 - 218
  11. Appendix 1: List of social banks Kein Zugriff 219 - 222
  12. Appendix 2: Questionnaire Kein Zugriff 223 - 226
  13. Appendix 3: Interview topics Kein Zugriff 227 - 228
  14. Appendix 4: Summary of potential management activities Kein Zugriff 229 - 230
  15. Appendix 5: Definitions Kein Zugriff 231 - 235
  16. Appendix 6: Stakeholder concept Kein Zugriff 236 - 239
  17. Appendix 7: Social responsibility and performance Kein Zugriff 240 - 248
  18. Bibliography Kein Zugriff 249 - 268
  19. About the author Kein Zugriff 269 - 270

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