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Implementierung innovativer Dienstleistungsmarken

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783824482573
Condition
New
Product Description

Eine erfolgreiche Markenpolitik zhlt zweifellos zu den herausragenden strategischen Erfolgsfaktoren von Dienstleistungsanbietern. Dieses gilt besonders dann, wenn es sich um innovative Dienstleistungsmarken handelt, die in einem Absatzsystem lanciert werden sollen, bei dem der Anbieter auf die Mitwirkung zahlreicher Absatzmittler angewiesen ist. Auf der Basis ausgewhlter theoretischer Konzepte und einer umfangreichen metaanalytischen Zusammenfhrung bisheriger Forschungsergebnisse aus verschiedenen Wissenschaftsdisziplinen entwickelt Jan Wieseke ein Erfolgsfaktorenmodell zur Implementierung innovativer Dienstleistungsmarken. Mit Hilfe einer groangelegten Mehrebenenuntersuchung erfolgt eine empirische berprfung seines Modells am Beispiel einer realen Markenimplementierung. Die gewonnenen Erkenntnisse werden anschlieend in konkrete Handlungsempfehlungen fr die Unternehmenspraxis bersetzt; so wird u.a. eine umfassende Implementierungsscorecard entworfen.

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