Global Brand Management (English, Wulf Stolle)
Business & Economics

Global Brand Management (English, Wulf Stolle)

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Book Details

ISBN-139783834941381
ISBN-103834941387

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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

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