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Marken und Medien
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Product Details
Dieser Herausgeberband bietet einen umfassenden berblick ber Besonderheiten der Markenfhrung von Medienmarken sowie ber zentrale Aspekte der Markenfhrung mit neuen und klassischen Medien. Neben grundlegenden Managementtechniken betrachten renommierte Autoren aus Wissenschaft und Praxis Herausforderungen, Chancen, Trends und Geschftsmodelle im Markenmanagement von und mit Medien sowie relevante rechtliche Aspekte. Der Praxisbezug der angestellten berlegungen wird anhand vieler Beispiele und unterschiedlicher Fallstudien verdeutlicht.
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