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Strategisches Mehrmarkencontrolling - Ein Beitrag Zur Integrierten Und Dynamischen Koordination Von Markenportfolios (German,... Strategisches Mehrmarkencontrolling - Ein Beitrag Zur Integrierten Und Dynamischen Koordination Von Markenportfolios (German, Paperback, 2006 ed.)
Mathias Kullmann; Foreword by Prof Dr Christoph Burmann
R2,702 Discovery Miles 27 020
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Mathias Kullmann entwickelt ein theoretisch fundiertes Konzept fur ein identitatsbasiertes Controlling von Mehrmarkenstrategien und unterzieht es anhand einer umfassenden empirischen Studie einer anspruchsvollen Validierung. Er zeigt die praktische Relevanz seines Konzeptes anhand eines Simulationsmodells auf und leitet exemplarisch konkrete Handlungsempfehlungen fur den deutschen Susswarenmarkt ab

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