Strategic Brand Management (ILV)
BackCourse lecturer:
Hon.Prof. (FH) Mag.
Alexander Tauchhammer
| Specialization Area | Marketing |
| Course number | M4.07741.30.070 |
| Course code | StrMM |
| Curriculum | 2015 |
| Semester of degree program | Semester 3 |
| Mode of delivery | Presencecourse |
| Units per week | 2,0 |
| ECTS credits | 4,0 |
| Language of instruction | German |
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Baumgarth, C. (Hrsg.) (2010): B-to-B-Markenführung. Grundlagen - Konzepte - Best Practice. Wiesbaden: Gabler
Esch, F.-R. (2011): Strategie und Technik der Markenführung. 7. Auflage. München: Vahlen
Kapferer, J.-N. (2012): The New Strategic Brand Management. Advanced insights and strategic thinking. 5th ed. London et al.: Kogan Page
Keller, K. (2012): Strategic Brand Management. Building, Measuring, and Managing Brand Equity. 4th ed. Global Edition. Harlow: Pearson Education Limited
Kotler, Ph. & Pförtsch, W. (2006): B2B-Brand Management: The Success Dimension of Business Brands. Berlin-Heidelber-New York: Springer
Pförtsch, W. & Schmid, M. (2005): B2B-Markenmanagement. Konzepte - Methoden - Fallbeispiele. München: Vahlen
Schwarz-Musch, A. (2003): Perspektiven der internationalen Kommunikationspolitik. Von der Standardisierung zur Integration. Wiesbaden: DUV Gabler Edition Wissenschaft
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