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Ganzheitliche Markenfhrung von Messegesellschaften
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Das Thema der Profilierung durch starke Marken erlangt vor dem Hintergrund des sich stetig verschrfenden inter- und intramedialen Wettbewerbs fr Messegesellschaften immer grere Bedeutung. Aus dem Blickwinkel des Corporate Brandings entwickelt Kathrin Jung ein Markenidentittsmodell und zeigt strategische und operative Ausgestaltungsoptionen fr die Markenfhrung von Messegesellschaften auf. Im Rahmen der umfnglichen praktischen Implikationen widmet sie sich insbesondere Fragestellungen der Markenportfoliogestaltung sowie des Umgangs mit multiplen Stakeholdergruppen unterschiedlicher Interessenslagen.
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