£44.87

Gabler Verlag Markencontrolling: Ein verhaltensorientierter Beitrag zur Rationalitätssicherung einer identitätsorientierten Markenführung: 40 (Schriften des Center for Controlling & Management (CCM), 40)

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Description

Mit einem Geleitwort von Prof. Dr. Dr. h.c. Jürgen Weber From the Back Cover Der Aufbau starker Marken ist langwierig und kostenintensiv. Insbesondere in Anbetracht begrenzter Ressourcen kann das Markencontrolling durch die Gewährleistung von Effizienz und Effektivität dabei einen bedeutsamen Beitrag für eine erfolgreiche Markenführung leisten. Um dieser Aufgabe gerecht zu werden, sind umfangreiche Kenntnisse hinsichtlich der Markenführung, des Markenführungsprozesses sowie typischer Problemfelder der Markenführung erforderlich. Von diesen Überlegungen ausgehend bestimmt Stephan Braun Zielsetzung sowie Aufgaben eines Markencontrollings als Rationalitätssicherung der Markenführung und arbeitet Maßnahmen zur Unterstützung einer erfolgreichen Markenführung durch das Markencontrolling heraus. About the Author Dr. Stephan Braun promovierte am Institut für Management und Controlling von Prof. Dr. Dr. h.c. Jürgen Weber an der WHU – Otto Beisheim School of Management.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
15 March 2011
Listed Since
07 February 2011

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