Management
Markenimagekonfusion ALS Managementherausforderung (English, Jan-Philipp Weers | Prof Dr Christoph Burmann)
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Product Description
About the Book
Jan-Philipp Weers untersucht eingehend das Ph�nomen Markenimagekonfusion und schlie t damit eine Forschungsl�cke, die die Marketingliteratur bislang offen gelassen hat. Der Autor deckt zudem anhand einer empirischen Studie das Ausma von Markenimagekonfusion auf und analysiert, inwieweit der Point of Sale Markenimagekonfusion induziert. Auf der Basis dieser Erkenntnisse leitet er Handlungsempfehlungen f�r das Markenmanagement bei Herstellern und H…
ISBN: 9783834909497
Book Specifications
| ISBN-13 | 9783834909497 |
| ISBN-10 | 3834909491 |
| Publisher | Gabler Verlag |
| Category | Management |
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