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Handelsmarkenmanagement
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Der steigende Anteil von Handelsmarken in Deutschland erfordert eine Professionalisierung deren Managements. Anknpfend an die konzeptionelle und theoretische Aufarbeitung nimmt Johannes B. Berentzen eine empirische Untersuchung in den drei grten Branchen privater Nachfrage nach Konsumgtern vor: Lebensmittel, Textil und DIY. Ein qualitativer Forschungsansatz legt nahe, wie die Interaktion von Herstellern und Handelsunternehmen im Hinblick auf das Handelsmarkenmanagement zuknftig verbessert werden kann und in welchen Aufgabenfeldern Hersteller sowie spezialisierte Dienstleister Handelsunternehmen im Prozess des Handelsmarkenmanagements sinnvoll untersttzen knnen.
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