The IAPNM has been bringing together researchers in the field of marketing for more than 20 years. This year, the congress focused on Marketing for the Common Good ("Uniting Marketing Efforts fort he Common Good: a challenge for four sectors") and was hosted by the Faculty of Economics and Management at the University of Minho in Braga, Portugal.
Purpose-Driven Branding: Meaningful Marketing
The two HNU researchers presented their paper entitled "Meaningfulness, Social Impact, And Legitimacy - A Critical Literature Review of Definitions of the Concept 'Purpose-Driven Branding'". Prof. Dr. Alexander Kracklauer and Marc Lunkenheimer are researching at the Competence Center Growth and Sales Strategies (opens in a new window) at HNU; Marc Lunkenheimer is doing his PhD on the topic of Meaningful Branding at the Munich School of Philosophy and Neu-Ulm University of Applied Sciences.
