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Ruckwirkungen Von Markentransfers Auf Die Muttermarke - Messmethoden Und Empirische Befunde (German, Paperback, 2006 ed.): Prof... Ruckwirkungen Von Markentransfers Auf Die Muttermarke - Messmethoden Und Empirische Befunde (German, Paperback, 2006 ed.)
Prof Dr Henrik Sattler; Gwen Kaufmann
R2,395 Discovery Miles 23 950
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Erganzend zu bisherigen Ansatzen nutzt Gwen Kaufmann u.a. erstmals Multidimensionale Skalierung, Fokusgruppen und eine breite Fallstudienrecherche. In einem Online-Feldexperiment bestimmt sie die Ruckwirkungen realer Markentransfers aus den Bereichen kurzlebiger Konsumguter und Medien auf das Image der Muttermarken. Die Ergebnisse ermoglichen eine konkrete Uberprufung potenzieller Ruckwirkungen eines geplanten Markentransfers, um ungewollte Veranderungen zu vermeiden.

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