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Portfolio-Werbung ALS Technik Des Impression Management: Eine Untersuchung Zur Gegenseitigen Stärkung Von Dachmarke Und Produktmarken in Komplexen Markenarchitekturen

Portfolio-Werbung ALS Technik Des Impression Management: Eine Untersuchung Zur Gegenseitigen Stärkung Von Dachmarke Und Produktmarken in Komplexen Markenarchitekturen

          
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About the Book

Unternehmen mit komplexen Markenarchitekturen rücken vermehrt ihre Dachmarke in den Vordergrund. Portfolio-Werbung, die gemeinsame Kommunikation der Dach-marke mit ihrem Markenportfolio, kann zu positiven Imagespillover-Effekten führen, allerdings müssen zentrale Wirkungsgrößen berücksichtigt werden. In einer umfang-reichen Studienreihe zeigt Christian Boris Brunner das Potenzial und die Risi-ken von Portfolio-Werbung auf und gibt konkrete Handlungsanweisungen. Die zweite Auflage wurde in Teilbereichen überarbeitet und aktualisiert.

Der Autor wurde ausgezeichnet mit dem 2. Platz des Wissenschaftspreises des Markenverbandes und der GEM 2010 sowie dem 2. Platz des Preises der Deutschen Marktforschung als Nachwuchsforscher 2011 des BVM und VMÖ.


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Product Details
  • ISBN-13: 9783834945723
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 435
  • Series Title: Marken- Und Produktmanagement
  • Sub Title: Eine Untersuchung Zur Gegenseitigen Stärkung Von Dachmarke Und Produktmarken in Komplexen Markenarchitekturen
  • Width: 148 mm
  • ISBN-10: 3834945722
  • Publisher Date: 24 Sep 2013
  • Edition: 0002-2. Aufl. 2013
  • Language: German
  • Returnable: N
  • Spine Width: 26 mm
  • Weight: 602 gr


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Portfolio-Werbung ALS Technik Des Impression Management: Eine Untersuchung Zur Gegenseitigen Stärkung Von Dachmarke Und Produktmarken in Komplexen Markenarchitekturen
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Portfolio-Werbung ALS Technik Des Impression Management: Eine Untersuchung Zur Gegenseitigen Stärkung Von Dachmarke Und Produktmarken in Komplexen Markenarchitekturen
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