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| book details |
Die Markenwertmessung als Grundlage Strategischer Markenführung
By (author)
Frank Riedel
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normal price: R 2 180.95
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| book description |
Mit dem Ziel, ein verhaltenswissenschaftlich begründetes und praktisch handhabbares Kausalmodell zur strategischen Markenführung zu entwicklen, werden die Ansätze zur Markenbewertung systematisiert. Die den Wert einer Marke potentiell beeinflussenden Variablen werden durch Literaturanalysen und Praktikerbefragungen ermittelt. Das so entwickelte und mit LISREL erfolgreich empirisch überprüfte Modell der MARKENSTÄRKE enthält die in der Markenführungspraxis bewährten Zielgrößen Entwicklung, Kunde, Verbreitung und Marktposition. Beim Modelleinsatz im strategischen Markencontrolling wird zwischen Soll-Ist-Vergleichen der Markenstärke und detaillierten Ursachenanalysen unterschieden. Standardisierte Messungen der Markenstärke mit geringem Aufwand sind ebenso möglich wie aufwendigere Untersuchungen der Markensituation.
| product details |
Normally shipped |
Available from overseas. Usually dispatched in 14 days
Publisher |
Physica-Verlag GmbH & Co
Published date |
18 Apr 1996
Language |
German
Format |
Paperback / softback
Pages |
211
Dimensions |
235 x 155 x 0mm (L x W x H)
Weight |
0g
ISBN |
978-3-7908-0923-7
Readership Age |
BISAC |
business & economics / management science
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Broken Country: AMAZON'S BOOK OF THE YEAR - THE MILLION-COPY BESTSELLER
Clare Leslie Hall
Paperback / softback
320 pages
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An epic love story with the pulse of a thriller that asks: what would you risk for a second chance at first love?
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Exiles: Times book of the month 'Stanley Kubrick meets MR James'
Mason Coile
Paperback / softback
224 pages
was: R 517.95
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A terrifying locked-room mystery set in a remote outpost on Mars.
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Theory & Practice
Michelle de Kretser
Hardback
192 pages
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The Correspondent
Virginia Evans
Hardback
288 pages
was: R 450.95
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