Springer Gabler
Bestimmung Des Repositionierungsspielraums Von Marken (English, Sonja Boch)
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About the Book
Durch die zunehmende Dynamik insbesondere an Konsumg�term�rkten entwickelt sich die Markenrepositionierung immer mehr zu einem wichtigen Instrument der erfolgreichen Markenf�hrung. Gleichzeitig wird der hierf�r zur Verf�gung stehende Spielraum durch den Wunsch der Nachfrager nach Kontinuit�t und Entscheidungsvereinfachung eingeschr�nkt. Sonja Boch entwickelt auf Basis neuro�konomischer Forschungserkenntnisse und unter Zuhilfenahme Impliziter Asso…
ISBN: 9783658013042
Book Specifications
| ISBN-13 | 9783658013042 |
| ISBN-10 | 3658013044 |
| Publisher | Springer Gabler |
| Category | Springer Gabler |
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