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Unternehmensinterne Erfolgsfaktoren Von Markentransfers - Eine Ressourcenorientierte Betrachtung Von Weiten Markentransfers... Unternehmensinterne Erfolgsfaktoren Von Markentransfers - Eine Ressourcenorientierte Betrachtung Von Weiten Markentransfers (German, Paperback, 2008 ed.)
Nicole Baumuller; Foreword by Pd Dr Carsten Baumgarth
R2,077 Discovery Miles 20 770
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Nicole Baumuller untersucht erstmals ganzheitlich die Relevanz von Marketingressourcen fur den Markentransfererfolg. Hierfur leitet sie einen konzeptionellen Bezugsrahmen her, der die Grundannahmen des ressourcenbasierten Ansatzes mit den neuesten Erkenntnissen der Markentransferforschung verbindet."

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