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Markenerosion
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Markenerosion bezeichnet gemeinhin die nachlassende Differenzierungskraft von Marken. Doch welche Ursachen hat das Auftreten einer Markenerosion und welche Implikationen resultieren fr die Managementpraxis? Adele Patricia Lodde untersucht die Entstehungsursachen dieses Phnomens, in dem sie von singulren Indizien abstrahiert und auf Basis der Systemtheorie einen ganzheitlichen Erklrungsansatz fr Marken per se entwickelt. Die Autorin leitet elementare Existenz- und Entwicklungsbedingungen von Marken her, deren Beeintrchtigung eine Markenerosion auslsen kann, und sucht dieses Wissen fr das strategische Markenmanagement zu instrumentalisieren.
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