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Strategisches Marken-Management fr Banken

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Springer Nature
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N/A
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GTIN
9783322844514
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Product Description

Marken sind im Konsumgterbereich seit langem ein erfolgsentscheidender Faktor. Die Erkenntnis, dass fr Kaufentscheidungen oft die mit einer Marke verbundenen Assoziationen ausschlaggebend sind und nicht die "objektiven" Produktmerkmale, ist nicht neu. Im Bankbereich wurde der Markengedanke bislang vernachlssigt. Dieses Buch macht deutlich: Aufgrund der zunehmenden Wechselbereitschaft der Kunden und der fehlenden sinnlichen Wahrnehmbarkeit von Finanzdienstleistungen wird ein gutes Branding gerade hier zum entscheidenden Wettbewerbsvorteil. Die Autoren zeigen, wie Marken kreiert werden und wie Banken konkrete Markenstrategien erfolgreich umsetzen.

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