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Imagegestaltung in der Automobilindustrie - Eine kausalanalytische Untersuchung zur Quantifizierung von Imagetransfereffekten... Imagegestaltung in der Automobilindustrie - Eine kausalanalytische Untersuchung zur Quantifizierung von Imagetransfereffekten (German, Paperback, 2001 ed.)
Alexander Wehr
R1,703 Discovery Miles 17 030
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Alexander W. Wehr entwirft ein Planungsmodell und eine Entscheidungsheuristik fur eine auf Imagegrossen basierte Marketingplanung. Neben einer Analyse der relevanten Imagegrossen selbst stehen deren Wirkungsbeziehungen in der Form sogenannter Imagetransfereffekte im Mittelpunkt der Betrachtung"

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