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Books > Business & Economics > Business & management > Sales & marketing
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Absatzmittlergerichtetes, identitatsbasiertes Markenmanagement (German, Paperback, 2008 ed.)
Loot Price: R1,689
Discovery Miles 16 890
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Absatzmittlergerichtetes, identitatsbasiertes Markenmanagement (German, Paperback, 2008 ed.)
Series: Innovatives Markenmanagement
Expected to ship within 10 - 15 working days
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Philip Maloney entwickelt ein Modell fur das
absatzmittlergerichtete, identitatsbasierte Markenmanagement,
dessen Gegenstand die Wirkungszusammenhange zwischen verschiedenen
Stellhebeln und dem Brand Commitment sowie dem Verhalten von
Absatzmittlern sind. Die theoretischen Uberlegungen werden mittels
einer umfangreichen empirischen Untersuchung am Beispiel einer
fuhrenden Marke aus dem Premiumsegment der Kuchenmobelbranche
fundiert."
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