Vs Verlag Fur Sozialwissenschaften
Markenmanagement (English, Jörg Tropp)
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Book Details
| ISBN-13 | 9783531142371 |
| ISBN-10 | 3531142372 |
Product Description
About the Book
Es hat sich gezeigt, dass heute die Annahmen des traditionellen technokratischen Markenmanagements nur noch sehr eingeschränkt plausibel sind. Marke und Kommunikation sind zu einer untrennbaren Einheit zusammengewachsen. Dadurch sind Markenentwicklungen schwer prognostizierbar und kaum noch gezielt steuerbar geworden. Die Konsequenz ist, dass sich das Markenmanagement in einer Neuorientierung befindet. Die Marke wird als ein Kommunikationsangebot…
ISBN: 9783531142371
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