Deutscher Universitatsverlag
Markenwert (English, Thomas Bamert | Hans Peter Wehrli)
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Product Description
About the Book
Thomas Bamert betrachtet den Markenwert aus Konsumentensicht und legt somit ein stärkeres Gewicht auf die Markensteuerung. Er vergleicht das angelsächsische und das deutsche Verständnis des Begriffs "Markenwert" und untersucht den Einfluss von Marketinginstrumenten auf Markenwertdimensionen wie Bekanntheit, Assoziationen, wahrgenommene Qualität und Markentreue sowie die Unterschiede zwischen Dienstleistungen und Konsumgütern.
ISBN: 9783835000933
Book Specifications
| ISBN-13 | 9783835000933 |
| ISBN-10 | 3835000934 |
| Publisher | Deutscher Universitatsverlag |
| Category | Deutscher Universitatsverlag |
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