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Absatzmittlergerichtetes, identitatsbasiertes Markenmanagement (German, Paperback, 2008 ed.): Philip Maloney Absatzmittlergerichtetes, identitatsbasiertes Markenmanagement (German, Paperback, 2008 ed.)
Philip Maloney; Foreword by Prof Dr Christoph Burmann
R1,689 Discovery Miles 16 890
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Philip Maloney entwickelt ein Modell fur das absatzmittlergerichtete, identitatsbasierte Markenmanagement, dessen Gegenstand die Wirkungszusammenhange zwischen verschiedenen Stellhebeln und dem Brand Commitment sowie dem Verhalten von Absatzmittlern sind. Die theoretischen Uberlegungen werden mittels einer umfangreichen empirischen Untersuchung am Beispiel einer fuhrenden Marke aus dem Premiumsegment der Kuchenmobelbranche fundiert."

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