Messung Und Steuerung Der Markenbeziehungsqualitat: Eine Branchenubergreifende Studie Im Konsumgutermarkt
Falko Eichen
Messung Und Steuerung Der Markenbeziehungsqualitat: Eine Branchenubergreifende Studie Im Konsumgutermarkt
Falko Eichen
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Falko Eichen untersucht, wie sich Beziehungen zwischen Marken und Konsumenten aufbauen lassen und was eine gute Markenbeziehung ausmacht. Der Autor entwickelt die Markenbeziehungsqualitat als Mess- und Steuerungsgroesse von Marken-Konsumenten-Beziehungen.
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