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Marken in der Politik
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Nicht zuletzt vor dem Hintergrund einer empirisch belegten verhaltenssteuernden Wirkung von Marken hat sich die Marketingwissenschaft in jngster Zeit intensiv mit Fragen der Markenfhrung befasst. In diesem Buch geht der Autor der Frage nach, inwieweit Parteien und Politiker Markenstatus besitzen und die so abgegrenzten Politikmarken auch im politischen Kontext verhaltensbeeinflussend wirken, sprich Einfluss auf das Wahlverhalten ausben.
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