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Markenbewertung in der Unternehmenspraxis
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Eine umfangreiche empirische Datensammlung und Analyse bildet die Grundlage fr dieses Werk. Der Autor erlutert anhand dieser Grundlage die Implikationen fr die Theorie und Praxis der Markenbewertung und gibt wertvolle Empfehlungen zur Durchfhrung von Markenbewertungen in Unternehmen.
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