Gabler Verlag
Multisensuale Markenführung (English, Christiane Springer | Prof Dr Manfred Kirchgeorg)
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Product Description
About the Book
Christiane Springer untersucht eingehend die marketingspezifische Relevanz der Sinnessysteme und schlie t damit eine Forschungslücke, die in der Marketingliteratur bislang offen gelassen wurde. Anhand eines verhaltenstheoretischen Modells zur sensualen Wahrnehmungs- und Wirkungsweise von Elementen eines Brand Lands in der Automobilwirtschaft zeigt die Autorin, dass sich die Erinner- und Abrufbarkeit bei gleichzeitiger Ansprache mehrerer Sinne erh…
ISBN: 9783834909008
Book Specifications
| ISBN-13 | 9783834909008 |
| ISBN-10 | 3834909009 |
| Publisher | Gabler Verlag |
| Category | Gabler Verlag |
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