Profit.
Local Brands are Usually Recognized among Young Targets
→L’Oreal Should Expand Targets According to Ages and Genders
Build mLocal Brands are Usually Recognized among Young Targets
→L’Oreal Should Expand Targets According to Ages and Genders
ore luxurious image +Targeting mass market
→Research & Develop More Products by Emphasizing Natural, Healthy Components
Brand CRM (SAP CRM + SAP NetWeaver TM)
The challenge
Volkswagen Financial Services pursues a consistent CRM strategy in customer care. Processes and company organisation structure have been organised according to customer groups and aligned to customer requirements. To support this organisational change, an IT structure was required which allows
A standard view of customer data,
Objective 1
It is important for consumer researchers to understand the nature and power of attitudes.
태도(attitude)
: 사람들(자신을 포함해서), 대상들, 광고들, 또는 쟁점들에 대한 영속적이고 일반적인 평가
실용적(Utilitarian)
가치-표현적
(Value-expressive)
자아-방어적
(Ego-defensive)
지식
(Knowledge)
Objective 2
Attitudes are more
I. Introduction of the company, Nestle
1. Background and History
The story about Nestle starts with Henri Nestlé. In the 1860s Henri Nestlé, a pharmacist, developed food for babies who were unable to breastfeed. His first success was a premature infant who could not tolerate his mother's milk or any of the usual substitutes. People quickly recognized the value of the new p
기업의 비전을 달성하기 위한 사업전략 관점에서 브랜드 간 및 브랜드 내의 종합적인 브랜드 체계(brand system)를 관리
브랜드 시스템은 한 기업 내 브랜드들 간의 관계와 역할을 명확하게 하고, 신제품이나 개별 브랜드의 플랫폼을 만들고, 상호 시너지를 냄으로써 가치를 창조하기 위한 전략적인 브랜