Advertising “just-in-time”

Werbung “just-in-time” – Strategische Markenkommunikation durch Retail Medien

Verhinderung schleichender Markenerosion durch Schaffung von Präferenzen über strategische Markenkommunikation am Point Of Purchase. 1. Auflage 2012

Die soeben erschienene Studie von Jörg F. Zinke beschreibt Möglichkeiten der “Strategischen” Markenkommunikation am POS (Point Of Sale) oder besser Point Of Purchase (POP) über den Einsatz der zur Verfügung stehenden Retail Media Formate im Kampf gegen den Werte vernichtenden Preiswettbewerb im Handel und zeigt auf, wie hierdurch die in fast allen Produktkategorien zu beobachtende schleichende Markenerosion gestoppt wird.

Advertising “just-in-time” – strategic brand communication by retail media

Prevention of creeping brand erosion by generating consumer preferences (buying decision) via strategic brand communication at the Point Of Purchase. First edition 2012

The recently published survey by Jörg F. Zinke describes possibilities of strategic brand communication at the POS (better referred to as Point Of Purchase or POP) by use of existing relevant retail media formats in the fight against values annihilating price competition at retailers and shows ways how the creeping brand erosion which is observed in nearly all product categories can be stopped.

Diplom-Volkswirt Jörg F. Zinke, 2012, Werbung “just-in-time” – Strategische Markenkommunikation durch Retail Medien, München, GRIN Verlag GmbH, http://www.grin.com/de/e-book/209136/werbung-just-in-time-strategische-markenkommunikation-durch-retailvon

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