GERMAN

Markenmanagement: Lehrbuch der professionellen Markenführung

By Peter Runia; Frank Wahl

Book information

Publisher
De Gruyter Oldenbourg
Year
2022
ISBN
9783110526318, 9783110526301
Language
german
Format
EPUB
Filesize
4 MB (3751431 bytes)
Pages
261\0
Library
degruyter.com
Time added
2023-07-30 00:59:44

Description

A compact overview of all issues of brand management relevant to academia and practice. This book provides an overview of the pertinent brand management models, focusing on a brand’s identity-based perception. It intensively portrays both marketing and brand strategies, and links them to the operative level of the marketing mix. Moreover, it takes into account brand evaluation and controlling. Markenmanagement auf den Punkt gebracht Umfassende Markenperspektive Markenführung dargelegt an spezifischen Praxisbeispielen

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