Ralph Krüger Libros

Scientific and Technical Translation (STT) is a highly complex and knowledge-intensive field of translation and cognitive linguistics is a usage-based linguistic framework which provides powerful theoretical tools for modelling knowledge organisation and representation in discourse. This book explores the interface between scientific and technical translation studies and cognitive linguistics by discussing the epistemological, contextual, textual and cross-linguistic dimensions of scientific and technical translation from a cognitive linguistic perspective. Particular emphasis is placed on explicitation and implicitation as indicators of the interaction between text and context in STT. The corpusbased investigation of the two phenomena illustrates the complex knowledge requirements pertaining to scientific and technical translation and demonstrates the explanatory power of cognitive linguistics with regard to important textual and contextual aspects of STT.

How can a brand - whether products or services, B2B or B2C, big or small - get back onto a growth track, even in economically difficult times? According to the two brand leadership experts Ralph Krüger and Andreas Stumpf, this can only be achieved by systematically overcoming growth barriers. In this book they present their Brand Growth Barrier Model, which makes it possible for businesses to identify, understand and overcome the barriers to and in their own brands. Case studies from well known brands of different categories, useful checklists for daily business and a clear, practical Question and Answer System on all relevant issues make this book an indispensable guide - not only for marketing experts but also for chief executives and responsible parties in sales and controlling.

Dieses Buch erklärt in drei Schritten, wie dank wachstumsorientierter Markenführung mit Hilfe des Modells der Marken-Wachstums-Barrieren (MWB) jede Marke - ob Produkt, Dienstleistung oder Person - neues Wachstum erzielen kann, selbst in wirtschaftlich schwierigen Zeiten. Das Prinzip des MWB-Modells wird mit vielen Praxisbeispielen veranschaulicht. Der Leser erhält klare, in der Praxis sofort anwendbare Frage-Antwort-Systematiken: So bekommen Top-Management und Markenverantwortliche Fragen an die Hand, um die Markenführung zu überprüfen und die eigene Marke auf Wachstumskurs zu bringen.