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Forum Markenforschung 2021

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Springer Nature
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GTIN
9783658395674
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Product Description

Dieser Sammelband prsentiert zentrale Forschungsbeitrge der Konferenz DERMARKENTAG 2021. Die alle zwei Jahre stattfindende Tagung fhrt Markenforscher und Markenpraktiker zusammen und greift jeweils aktuelle Impulse, Diskussionen und Forschungserkenntnisse zur Zukunft der Markenforschung auf. Im Fokus der Konferenz 2021 stand die Schnittstelle Marken/Design. Alle Konferenzbeitrge haben einen doppelt-blinden Begutachtungsprozess durchlaufen. Themenkreise dieses Tagungsbandes sind: Design und Management von Markenbeziehungen, Effekte und Design digitaler Markenkommunikation, Erfassung und Interpretation von Markenimages, Diskurse zur Relevanz der Markenforschung.

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