Interne Markenführung: Theoretisches Konzept und fallstudienbasierte Evidenz (Innovatives Markenmanagement)

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Description

Rico Piehler entwickelt ein integratives Modell der internen Markenführung, das theoretisch fundiert, ganzheitlich, praktisch anwendbar und hinsichtlich zentraler Zielgrößen (Markenwissen - Brand Commitment - Brand Citizenship Behavior) sowie ausgewählter Determinanten in einem ersten Schritt empirisch validiert ist.

Product details

EAN/ISBN:: 9783834927224
Edition:: 2011
Medium:: Bound edition
Number of pages:: 644
Publication date:: 2011-01-27
Publisher:: Gabler Verlag
Languages:: german

EAN/ISBN:: 9783834927224
Edition:: 2011
Medium:: Bound edition
Number of pages:: 644
Publication date:: 2011-01-27
Publisher:: Gabler Verlag
Languages:: german

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