Deutscher Universitatsverlag
Kommunikations-Controlling (English, Christian Liebl)
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Product Description
About the Book
Kaufentscheidungen von Konsumenten basieren ma geblich auf der subjektiven Wahrnehmung von Marken. Da das Markenimage vor allem durch die Kommunikation beeinflusst wird, spielt diese eine Schl�sselrolle in der Markenf�hrung. Investitionen in die Kommunikation tragen daher zur Verbesserung von Marken- und Unternehmenswert bei. Allerdings f�hren die wachsende Dynamik und Komplexit�t in Unternehmen und ihrem Umfeld verst�rkt zu abnehmender Kommunika…
ISBN: 9783824407262
Book Specifications
| ISBN-13 | 9783824407262 |
| ISBN-10 | 3824407264 |
| Publisher | Deutscher Universitatsverlag |
| Category | Deutscher Universitatsverlag |
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