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Management von Markenportfolios - Gestaltung und Erfolgsauswirkungen aus Unternehmenssicht (German, Paperback, 2007 ed.): Prof... Management von Markenportfolios - Gestaltung und Erfolgsauswirkungen aus Unternehmenssicht (German, Paperback, 2007 ed.)
Prof Dr Frank Huber; Kai Vollhardt
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 R1,939 Discovery Miles 19 390
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Kai Vollhardt entwickelt ein umfassendes Modell zur Erklarung des Erfolgs von Markenportfolios mit dem Ziel, geeignete Stellgrossen fur das Management zu identifizieren. Auf Basis einer umfangreichen Unternehmensstichprobe uberpruft er unter Berucksichtigung der Markenportfoliostrategie sowie der Markenportfoliogrosse das zwischen den Determinanten und der Zielgrosse postulierte Hypothesengeflecht.
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