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About Markenmanagement: Lehrbuch Der Professionellen Markenf?hrung
Das Buch liefert einen kompakten und konzeptionellen ?berblick ?ber alle in Wissenschaft und Praxis relevanten Fragestellungen zum Markenmanagement. Auf der Grundlage der begrifflichen Einordnung und historischen Entwicklung liefert das Buch eine ?bersicht ?ber die relevanten Modelle zur Markenf?hrung, der Fokus liegt insbesondere auf der identit?tsorientierten Betrachtung der Marke. Sowohl Marketing- als auch Markenstrategien werden intensiv dargestellt und mit der operativen Ebene des Marketing-Mix verkn?pft. Am Ende der konzeptionellen Vorgehensweise stehen dann Markenbewertung und -controlling. Dar?ber hinaus werden anschlie?end die sektoralen Besonderheiten bzgl. Konsumg?ter etc. dezidiert beleuchtet. Das Buch schlie?t mit einer speziellen Behandlung des Employer Branding im Personalmarketing.
Detailed Information
| Author: | Peter Runia |
|---|---|
| Publication Year: | 2022 |
| ISBN: | 9783110526318 |
| Pages: | 262 |
| Language: | German |
| File Size: | 14 |
| Format: | |
| Price: | FREE |
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