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5-Phasen-Methode der Markenbewertung

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783834908056
Condition
New
Product Description

Die Bewertung von Marken ist aus unterschiedlichen Grnden notwendig: Dazu zhlen Marken- bzw. Unternehmensverkauf, Markenfhrung, Lizenzierung, Franchising. Budgetplanung, Marketing-Controlling, Bilanzierung und Rechtsfragen. Es gibt in der Theorie verschiedene Bewertungsverfahren, die zu unterschiedlichen Ergebnissen fhren. Dieses Buch zeigt eine einzigartige Bewertungsmethode, die verschiedene Markenwertebenen bestimmt und voneinander abgrenzt. Das Besondere ist die Vernetzung bestehender Verfahren zu einer geschlossenen Vorgehensweise. Ein praktischer Leitfaden, der die Markenbewertung transparent und nachvollziehbar macht.

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