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Der Einfluss Von Neuen Medien Auf Die Brand Equity: Mobile Applikationen Und Ihre Wirkung Auf Ausgewaehlte Dimensionen Der Markenstaerke

Der Einfluss Von Neuen Medien Auf Die Brand Equity: Mobile Applikationen Und Ihre Wirkung Auf Ausgewaehlte Dimensionen Der Markenstaerke

          
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About the Book

Obwohl sich das Smartphone unzweifelhaft zum neuen Massenmedium entwickelt, herrscht auf Unternehmensseite noch immer eine große Unsicherheit im Hinblick auf die konkrete Form einer kommerziellen und gewinnbringenden Nutzung. Mit der Corporate App als unternehmenseigene mobile Applikation existiert ein erster Versuch der Unternehmen, sich auf den mobilen Endgeräten der Konsumenten zu platzieren. Trotz der stetig wachsenden Zahl an Corporate Apps besteht jedoch ein klarer Mangel an spezifischen Kenntnissen über ihre tatsächlichen Auswirkungen. An diesem Forschungsdefizit setzt der Autor an und entwickelt ein Kausalmodell, mit dessen Hilfe die Auswirkung einer Corporate App auf ausgewählte Dimensionen der Markenstärke untersucht und erklärt werden kann. Auf Basis einer komplexen empirischen Analyse einer Corporate App aus der Praxis können dabei nicht nur konkrete unternehmerische und forschungstheoretische Handlungsempfehlungen abgeleitet, sondern auch ein allgemeiner Leitfaden zur Einführung einer Corporate App entwickelt werden.


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Product Details
  • ISBN-13: 9783631639702
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
  • Binding: Hardback
  • Height: 210 mm
  • No of Pages: 304
  • Series Title: Strategisches Marketingmanagement
  • Sub Title: Mobile Applikationen Und Ihre Wirkung Auf Ausgewaehlte Dimensionen Der Markenstaerke
  • Width: 148 mm
  • ISBN-10: 3631639708
  • Publisher Date: 08 May 2013
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 16 mm
  • Weight: 607 gr


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Der Einfluss Von Neuen Medien Auf Die Brand Equity: Mobile Applikationen Und Ihre Wirkung Auf Ausgewaehlte Dimensionen Der Markenstaerke
Peter Lang Gmbh, Internationaler Verlag Der W -
Der Einfluss Von Neuen Medien Auf Die Brand Equity: Mobile Applikationen Und Ihre Wirkung Auf Ausgewaehlte Dimensionen Der Markenstaerke
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