Konzept und Markt Markenatlas

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Weitere Markenatlanten sind in Vorbereitung! Der Markenatlas Mode erscheint Ende September.

It is a tradition for Dr. Franzen to deliver a guest lecture on brand valuation at the RheinMain University of Applied Sciences in Wiesbaden. On 20 May, the time for this lecture had come again. You will find your free copy of this lecture for download here.

You may have an idea of the answer to this question. But we examined this topic in greater detail and can make precise statements about the buyer group. Which dog breed receives preferred treatment when these treats are handed out? Once a day? Several times? We asked a lot of dog owners for information, and this gave us a way to draw up a profile of the ‘dog snack buyer’. At the same time, we looked into which brands are known and popular.

The time has come – because we were finally ready to think of ourselves for once and revised our website.

There is hardly anyone left today who doesn't use digital media. Everyone is already talking about ‘digital detox’ – abstinence from the digital world. But what is the situation with regard to craftsmen? Do ‘those who work with their hands’ use digital media less than others? Does the Internet play a role? Or do the social media? How do the digital media influence purchase decisions? And how do craftsmen view their sources of supply in general?

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Gesellschaft für Marketingforschung und Beratung
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As a member of the Federal Association of German Market and Social Researchers (BVM) Konzept & Markt supports the Initiative Markt- und Sozialforschung e.V.

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