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Kroeber-Riel, Werner
The classic textbook by Prof. Dr. Werner Kroeber-Riel (1934-1995) has been continued by Prof. Dr. Esch. He is head of marketing and holds the chair for brand management and car marketing, director of the automotive institute for management, director of the institute for brand and communication research of the EBS Business School in Oestrich-Winkel and founder and academic council of ESCH. The Brand Consultants, Saarlouis.
Strategie und Technik der Werbung
Advertising is full of replaceable, boring and weak ads, which neither shape nor increase brand profiles. There is a gap of professionalism between the development and the placement of advertisement. Gut instinct has to be replaced by founded knowledge.