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Markenportfoliomanagement im Lebensmitteleinzelhandel

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Springer Nature
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N/A
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GTIN
9783658225162
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New
Product Description

Sren Sundermann entwickelt aus marken- und investitionsstrategischer Perspektive einen konzeptionell fundierten Planungs- und Handlungsansatz fr das handelsseitige Markenportfoliomanagement. Mit Hilfe dieses Ansatzes werden die verschiedenen Markentypen (Corporate Brand, Retail Brands, Eigen- und Fremdmarken) im Lebensmitteleinzelhandel systematisch aufeinander abgestimmt, wodurch sich gleichermaen Rentabilitts- als auch Markenziele realisieren lassen. Durch die Formulierung von Implikationen fr die Anwendung des handelsseitigen Markenportfoliomanagements wird ein ausgeprgter Bezug zur Unternehmenspraxis hergestellt.

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