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Gestaltung komplexer Markenarchitekturen

Gestaltung komplexer Markenarchitekturen

Brand
Springer Nature
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N/A
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0
GTIN
9783658027148
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New
Product Description

Die Komplexitt der Markenportfolios ist in den letzten Jahren signifikant gestiegen. Dies stellt das Management vieler Unternehmen vor wichtige Herausforderungen. Die Markenarchitekturgestaltung befasst sich hierbei mit der Fhrung komplexer Markenportfolios, allerdings lsst der aktuelle Stand der Markenarchitekturforschung die Frage der Bewertung der Markenarchitekturentscheidung bisher unbeantwortet. Auf der Basis der identittsbasierten Markenfhrung entwickeltChristopher Kanitzeinen konzeptionellen Rahmen fr das Management von Markenarchitekturen und identifiziert sechs relevante Bewertungskriterien fr die Markenarchitekturentscheidung.

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