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Moderne Markenfhrung
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In anschaulicher und klar verstndlicher Sprache werden die wesentlichen Aspekte einer modernen Markenfhrung dargestellt. Neben der Vermittlung notwendiger Grundlagen liegt der Schwerpunkt des Buches auf neuen und innovativen Anstzen zum Management von Marken. Die 4. Auflage wurde vollstndig berarbeitet und unter anderem um neue Beitrge zu Neuro-Marketing, Markenmigration, Markenfhrung nach innen, Corporate Brand Management, Store Brands und Brand Performance Measurement ergnzt. Die broschierte Ausgabe besteht aus zwei Bnden. "Das Buch Moderne Markenfhrung' bietet ein Fllhorn von Ideen und konkreten Anregungen fr die tgliche Arbeit. Es ist ein Muss' fr Markenmanager." Eduard Thometzek, Vorstandsvorsitzender der Zrich Gruppe Deutschland.
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