£54.25

Springer Markenmanagement bei Erklärungsbedürftigen Produkten

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Last 637 days • 637 data points (No recent data available)

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£54.99 £47.33 £49.00 £50.67 £52.35 £54.02 £55.69 09 June 2024 15 November 2024 23 April 2025 29 September 2025 07 March 2026

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90 days 10 days 14 days 143 days 15 days 2 days · current 363 days 0 91 182 272 363 £48 £49 £50 £51 £52 £54 £55 Days at Price

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Most common price: £55 (363 days, 57.0%)

Price range: £48 - £55

Price levels: 7 different prices over 637 days

Description

Das Management starker Marken ist in vielen Wirtschaftsbereichen zum zentralen Wettbewerbsfaktor avanciert. Dies gilt aufgrund der zunehmenden Austauschbarkeit der Angebote auch für technische oder komplizierte Produkte. Jedoch basiert die Vermarktung jenseits der klassischen Konsumgüter vielfach auf Zahlen, Daten und Fakten. Das Thema Markenmanagement wird eher stiefmütterlich behandelt. Holger J. Schmidt zeigt auf, dass das Markenmanagement erklärungsbedürftiger Produkte nicht allein Aufgabe von Werbeagenturen oder Marketingabteilungen ist, sondern das ganze Unternehmen betrifft. Er entwickelt einen ganzheitlichen, auf einem dreistufigen Prozess basierenden Bezugsrahmen, der Führungskräfte und Mitarbeiter gleichermaßen einbezieht, und untersucht in einer empirischen Studie, welche Faktoren den Markenerfolg erklärungsbedürftiger Produkte positiv beeinflussen. Auf dieser Grundlage werden Handlungsempfehlungen für die Praxis entwickelt.

Product Specifications

Format
Paperback
Domain
Amazon UK
Publication Date
04 October 2013
Listed Since
13 June 2013

Barcode

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