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Markenbedeutung und -management im Industriegterbereich

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Springer Nature
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N/A
Part Number
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GTIN
9783835007338
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New
Product Description

Markenpolitische Fragestellungen beschftigen seit langem Marketingforschung und -praxis. Allerdings beziehen sich diese fast ausschlielich auf den Konsumgterbereich. Die Rolle von Marken im Industriegterbereich ist dagegen noch weitgehend ungeklrt. Markus Richter untersucht die Bedeutung und das Management von Marken in ber 300 Industriegterunternehmen. Er identifiziert Faktoren, welche die Bedeutung von Industriegtermarken beeinflussen, und zeigt die wesentlichen Stellhebel fr erfolgreiches Markenmanagement im Industriegterbereich auf. Gleichzeitig liefert er einen Beleg dafr, dass erfolgreiche Industriegtermarken den Markt- und Unternehmenserfolg von Industriegterherstellern nachhaltig verbessern.

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