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Erfolgsfaktoren Von Markenerweiterungen in Der Zeitungsbranche - Eine Empirische Analyse (German, Paperback, 2008 ed.): Frank... Erfolgsfaktoren Von Markenerweiterungen in Der Zeitungsbranche - Eine Empirische Analyse (German, Paperback, 2008 ed.)
Frank Habann, Frank Huber, Heinz-Werner Nienstedt, Julia Reinelt
R1,363 Discovery Miles 13 630
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Die Autoren analysieren die Erfolgsfaktoren der Markenerweiterung von Zeitungen. Sie zeigen, dass der Erfolg wesentlich von der Starke der Muttermarke und dem Produktfit abhangt und dass Stammleser weniger offen gegenuber Markenerweiterungen sind."

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