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Markenmanagement im Handel
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Markenmanagement und Markenstrategie werden fr den Handel immer wichtiger. Er darf sich aber nicht nur auf das Thema "Handelsmarken" beschrnken, sondern muss das Wechselspiel zwischen Handelsmarken, Betriebstypenmarken und hndlergefhrten Dienstleistungsmarken aktiv gestalten. Dieses Buch gibt erstmals einen berblick ber die hierfr ntigen konkreten Instrumente und bercksichtigt dabei auch die wachsende Bedeutung des E-Commerce. Besonders wertvoll: viele Fallbeispiele und ein Glossar.
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