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Die Relevanz Der Gastronomie ALS Instrument Der Markenkommunikation (German, Paperback, 2009 ed.) Loot Price: R2,274
Discovery Miles 22 740
Repayment Terms: R213 pm x 12*
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Die Relevanz Der Gastronomie ALS Instrument Der Markenkommunikation (German, Paperback, 2009 ed.): Markus Zeller

Die Relevanz Der Gastronomie ALS Instrument Der Markenkommunikation (German, Paperback, 2009 ed.)

Markus Zeller; Foreword by Prof Dr Christoph Burmann

Series: Innovatives Markenmanagement

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Loot Price R2,274 Discovery Miles 22 740 | Repayment Terms: R213 pm x 12*

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Markus Zeller betrachtet die Gastronomie neben ihrer Vertriebsfunktion erweitert als Profilierungsinstrument fur Markenartikelunternehmen und setzt sich dabei mit der Kommunikationswirkung der Gastronomieprasenz auseinander. Auf der Grundlage einer Einordnung in die identitatsbasierte Markenfuhrung und in den Kontext weiterer erlebnisorientierter Kommunikationsformen entwickelt er ein Wirkungsmodell, das die psychographischen Prozesse und Determinanten der Gastronomie-Kommunikation abbildet. Die Untersuchungshypothesen werden anhand empirischer Studien fur die Premium-Biermarke Beck's uber einen Zeitraum von zehn Jahren uberpruft.

General

Imprint: GWV Fachverlage GmbH
Country of origin: Germany
Series: Innovatives Markenmanagement
Release date: May 2009
First published: May 2009
Authors: Markus Zeller
Foreword by: Prof Dr Christoph Burmann
Dimensions: 210 x 148 x 23mm (L x W x T)
Format: Paperback - Trade
Pages: 422
Edition: 2009 ed.
ISBN-13: 978-3-8349-1663-1
Languages: German
Subtitles: German
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 3-8349-1663-3
Barcode: 9783834916631

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