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Markenartikel und Handelsmarken in der Konsumgterindustrie
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Michael Unkel prsentiert ein umfassendes Bild und Analyse von Markenartikeln sowie des wachsenden Anteils von Handelsmarken in der Konsumgterbranche in Deutschland. Er liefert neben der Betrachtung und Auswertung relevanter Studien eine umfassende empirische Forschung in Form von Verbraucher- und Expertenbefragungen. Schwerpunkt ist der detaillierte Theorie-Praxistransfer in Form von konkreten Handlungsempfehlungen fr Markenhersteller und auch Handelsunternehmen. Der Autor weist nach, dass insbesondere nutzenorientierte Eigenmarken der Handelsunternehmen eine Bedrohung fr etablierte Markenhersteller darstellen knnen.
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