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Die Logik der Marke
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Buy Die Logik der Marke for $36.00 at @ Link.springer.com when you apply the 10% OFF coupon at checkout.
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Product Details
Marken sind neben Mitarbeitern der grte Schatz des Unternehmens. Oft werden sie intuitiv, kreativ und aus dem Bauch heraus entwickelt und gemanagt. Eine strkere analytische Orientierung hilft, sie fr das Unternehmen Gewinn maximierend zu gestalten. Das Buch vermittelt einen stringenten methodischen Prozess und neue Instrumente, mit denen es Marken- und Marketingverantwortlichen gelingt, Hchstleistungen fr ihre Marke zu erzielen: zum Beispiel die optimale Markenidentitt mit maximaler Kundenrelevanz zu entwickeln, den Erfolg von Investitionen in die Marke zu berechnen und abzuleiten, ob die Marke global gesteuert werden kann und was lokal adaptiert werden muss. Wissen statt glauben wird zur neuen Maxime der Marke.
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