Positionierung von Business-to-Business-Marken: Konzeption und empirische Analyse zur Rolle von Rationalität und Emotionalität (Strategie, Marketing und Informationsmanagement)

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Nadine Bausback untersucht das Spannungsfeld von Rationalität und Emotionalität bei der Positionierung von Marken im B2B-Kontext. Sie liefert einen detaillierten Überblick über den Status quo der Forschung, untersucht die Thematik im Rahmen einer empirischen Studie bei 183 Unternehmen mit modernen multivariaten Verfahren und gibt abschließend Empfehlungen für die Praxis.

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EAN/ISBN:: 9783835008205
Edition:: 2007
Medium:: Paperback
Number of pages:: 388
Publication date:: 2007-07-26
Publisher:: Deutscher Universitätsverlag
Languages:: german

EAN/ISBN:: 9783835008205
Edition:: 2007
Medium:: Paperback
Number of pages:: 388
Publication date:: 2007-07-26
Publisher:: Deutscher Universitätsverlag
Languages:: german

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