• Title: Consumer Insights - Love them and leverage them: ... und Ihre Marketingaktivit
  • Released: 2013-09-25
  • Language: English
  • Pages: 128
  • ASIN: B00FEZHGBC
Durch den konsequenten Einsatz von Consumer Insights ist es möglich, die Effektivität von Markenkommunikation, Neuproduktentwicklung, Packaging und anderen Marketing-Mix-Elementen deutlich zu steigern.Der Autor, Mel Schoen, nutzt seine langjährige Markenerfahrung, um die Arbeit mit Consumer Insights aus unterschiedlichen Perspektiven darzustellen. Von seinen Ideen und Anregungen – manche davon überraschend – können fast alle Marken profitieren.Geschrieben in verständlichem Englisch, ist das Buch hauptsächlich für den deutschen Markt bestimmt – dort, wo der Autor seit vielen Jahren lebt.Take a ruthless approach to leveraging Consumer Insights and it is possible to increase dramatically the effectiveness of brand communication, packaging, new product development and most other elements of the Marketing Mix.Approaching the subject from various angles, Mel Schoen draws on his experience of working with brands and brand owners for many years. His ideas and suggestions – some of them quite unexpected – can be applied profitably to most products and services.Written in straightforward English, the book is intended mainly for the German marketplace where the author has worked for many years.Currently, Mel Schoen is the owner of Insight Driven Brand Consulting & Communication GmbH in Hamburg.Mel Schoen ist seit 25 Jahren in internationalen Werbeagenturen als Berater und Stratege tätig, unter anderem als General Manager von TBWA, FCB Wilkens und McCann Erickson – alle in Hamburg. In dieser Zeit arbeitete er für mehr als 50 führende nationale und internationale Marken.Heute ist Mel Schoen Inhaber der Insight Driven Brand Consulting & Communication GmbH in Hamburg.

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