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Marken- und Kommunikationsmanagement im B-to-B-Geschft

Marken- und Kommunikationsmanagement im B-to-B-Geschft

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834989314
Condition
New
Product Description

Dirk Zupancic und Peter Masciadri veranschaulichen praxisnah, welche Regeln Unternehmen im B-to-B-Geschft befolgen sollten, um sich richtig zu positionieren, wirkungsvoll zu kommunizieren und nachhaltig Marken zu entwickeln. Jede dieser Regeln wird im Rahmen eines eigenen Kapitels vorgestellt und mit passenden Fallbeispielen aus der B-to-B-Welt illustriert. Auch Praktiker aus B-to-B-Unternehmungen verschiedener Branchen kommen zu Wort. Mithilfe der Praktiker-Box am Ende jeden Kapitels gelingt es dem Leser, die entsprechende Regel sofort umzusetzen.

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