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Markensterben
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Product Details
Markensterben ist ein weit verbreitetes Phnomen, das bisher nur fragmentiert erforscht wurde. Isabel Breiter entwickelt ein Erklrungsmodell fr dieses Phnomen und erarbeitet eine tragfhige Definition. Anhand von Praxisbeispielen zeigt sie mgliche Sterbeursachen auf und fundiert sie theoretisch mithilfe betriebswirtschaftlicher Forschungserkenntnisse. Ihr Erklrungsmodell zeigt die Multikausalitt von Markensterbeprozessen, die sich in ihrer Form und Geschwindigkeit unterscheiden. Die Ergebnisse zu den Ursachen des Markensterbens knnen dazu beitragen, Therapien und Frhwarnsysteme zu entwickeln, um Markenwertverluste zu reduzieren.
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