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Handelsmarkenmanagement
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Dieses Buch liefert die Grundlagen fr eine professionelle Fhrung von Handelsmarken und diskutiert strategische und operative Aspekte. Dabei zeigt es die Unterschiede zu Herstellermarken, verschiedene Erscheinungsformen von Handelsmarken sowie aktuelle Entwicklungen auf. Marko Schwertfeger erlutert, wie Handelsunternehmen mit Handelsmarken ein Alleinstellungsmerkmal im Wettbewerb erlangen und gleichzeitig die Gewinnmarge erhhen knnen. Zudem gibt er einen berblick ber die Handelsmarkenfhrung in verschiedenen Branchen (u.a. Lebensmittel und Drogerieartikel). Am Ende eines jeden Kapitels werden Wiederholungs- und Vertiefungsfragen gestellt.
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