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Markenwert und Markenwertermittlung: Eine systematische Modelluntersuchung und -bewertung
By (author)
Günter Bentele
, By (author)
Mark-Steffen Buchele
, By (author)
Jörg Hoepfner
, By (author)
Tobias Liebert
| on special |
normal price: R 3 091.95
Price: R 2 936.95
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| book description |
Die vorliegende Studie systematisiert, bewertet und hinterfragt auf Basis einer umfassenden Literatur- und Praxisübersicht 36 unterschiedliche Markenbewertungsmodelle und -ansätze aus einer übergreifenden, kommunikationswissenschaftlich geprägten Perspektive. Die Autoren untersuchen, wie sich der Wert einer Marke messen lässt, welche Variablen beachtet werden und inwiefern etablierte Markenbewertungsmodelle Defizite aufweisen. Für die dritte Auflage wurde ein weiteres Kapitel mit neuen empirischen Ergebnissen aufgenommen. Es wird untersucht, welche neuen Rahmenbedingungen und Akteure das Thema Markenwert aktuell treiben und inwiefern neue Initiativen die kommunikationswissenschaftlich fundierten Anregungen berücksichtigen.
| product details |
Normally shipped |
Available from overseas. Usually dispatched in 14 days
Publisher |
Springer Fachmedien Wiesbaden
Published date |
26 Aug 2009
Language |
German
Format |
Paperback / softback
Pages |
234
Dimensions |
210 x 148 x 0mm (L x W x H)
Weight |
0g
ISBN |
978-3-8349-1911-3
Readership Age |
BISAC |
business & economics / sales & selling
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