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Identifikation und Erklrung von Markenerosion

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Brand
Springer Nature
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N/A
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0
GTIN
9783824479481
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New
Product Description

Angesichts der Milliardenbetrge, die in vielen Branchen fr die Neueinfhrung von Marken veranschlagt werden, wird die Fokussierung auf vorhandene Marken immer wichtiger. Die euphorische Einstellung zur Markenvielfalt klingt ab, und das "Bewahren des Bewhrten" gewinnt an Bedeutung. Hufig beeintrchtigen jedoch Erosionsprobleme die Zukunftsfhigkeit vor allem etablierter Marken. Oliver Klante bertrgt das kaufverhaltenstheoretische Grundmodell auf das Thema Markenerosion und untersucht, wie sich Markenerosion erkennen und erklren lsst. Auf dieser Basis zeigt er Handlungsalternativen zu ihrer Vermeidung und Verringerung auf. Explorative empirische Untersuchungen bei ausgewhlten Experten der Markenartikelindustrie, von Handelsunternehmen und von Werbeagenturen verdeutlichen die Zusammenhnge zwischen Ursache- und Wirkungsfaktoren.

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