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Springer Nature
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9783824482764
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Product Description

Marken haben in den letzten Jahren an Bedeutung fr Industriegterunternehmen gewonnen. Ein vorwiegend marktorientiertes Markenmanagement kann die Erlspotenziale von Industriegtermarken jedoch nur unzureichend erschlieen. Karsten Willrodt entwickelt einen integrierten Ansatz zum Markenmanagement. Dieser betrachtet das Nachfragerurteil ber ein Leistungsangebot in Abhngigkeit von den markt- und ressourcenbezogenen Problemlsungsfhigkeiten eines Anbieters. Basierend auf einer empirischen Untersuchung im Industriegterbereich analysiert der Autor die Einflussgren und Zusammenhnge auf die Kompetenzwahrnehmung von Marken. Die Ergebnisse verdeutlichen die Eignung und die Gestaltungsmglichkeiten eines kompetenzorientierten Markenmanagements.

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