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Brands versus Information

 

Marketed By :  AV Akademikerverlag   Sold By :  Kamal Books International  
Delivery in :  10-12 Business Days

 

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Rs. 4,396

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  • Product Description
 

Revision with unchanged content. On the one hand, the Internet increases information transparency for con­su­mers – they are now able to obtain objective, trustworthy information on re­tai­lers’ existence and reliability as well as on products and services in real-time, at any time from virtually any place in the world. On the other hand, the Internet provides tools to businesses to strengthen their consumers’ bonds with their brands, e.g. through offering platforms for consumers to en­gage in brand-related behavior for fun and entertainment during their free time or through offering businesses the opportunity to personalize offerings for their customers. For the first time, this book analyzes and describes the roles that both brands and the increased information transparency play in purchase decision pro­cesses. It gives answers to a wide range of questions: Does the Internet em­power consumers in a way that strengthens or weakens functions of brands? Can information substitute brand functions? Are brands becoming even more im­portant in the age of empowered consumers? What are the impacts of this de­velopment on brands, on intermediaries and retailers, and on prices and pro­duct quality? And what are the implications for brand management?

Product Specifications
SKU :COC15113
AuthorGunnar Klaming
LanguageEnglish
BindingPaperback
Number of Pages148
Publishing Year4/20/2012
ISBN978-3639400816
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandAV Akademikerverlag
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-27 00:00:00