Management
Global Brand Management (English, Wulf Stolle)
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About the Book
Die Marke ist der bedeutendste Verm�genswert vieler Unternehmen. Durch die Globalisierung der wirtschaftlichen Aktivit�ten muss sich die Marke zunehmend in heterogenen M�rkten beweisen. Entscheidend f�r den nachhaltigen Markterfolg ist das von den Nachfragern in den Zielm�rkten wahrgenommene Image der Marke. Wulf Stolle analysiert auf der Basis konzeptioneller �berlegungen und einer umfangreichen empirischen Erhebung in Brasilien, China, Deutschl…
ISBN: 9783834941381
Book Specifications
| ISBN-13 | 9783834941381 |
| ISBN-10 | 3834941387 |
| Publisher | Springer Gabler |
| Category | Management |
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