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Erfolgssicherung von Marken durch Authentizitt

Erfolgssicherung von Marken durch Authentizitt

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658225278
Condition
New
Product Description

Unternehmen stehen unter Druck, Wachstumsstrategien zur Umsatz- und Gewinnsteigerung zu entwickeln. Anhand einer umfassenden empirischen Untersuchung belegt Anna-Christina Dietert positive Rckwirkungseffekte von authentisch gestalteten Markentransfers auf die Stammmarke von Automobilmarken. Aufgrund der Tendenz zur Marktsttigung sowie der Vernderung von Kundenbedrfnissen knnen Unternehmen die Strategie des Markentransfers nutzen, um die Marke zu dynamisieren. Demzufolge ist es von groer Bedeutung, die Erfolgsfaktoren bei einem solchen Vorhaben zu kennen. Gleichzeitig wird die Suche nach authentischen Angeboten bei den Nachfragern immer bedeutsamer. Praxisrelevante Handlungsempfehlungen schlieen die Arbeit ab.

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