Die outgesourcte Identitat: Entwurf einer Strategie fur die Symboloekonomie
Walter Koch
Die outgesourcte Identitat: Entwurf einer Strategie fur die Symboloekonomie
Walter Koch
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Auf der Basis eines sozialphilosophischen Standpunkts untersucht Walter J. Koch den Zusammenhang zwischen dem menschlichen Streben nach Identitat und dem Konsum von Markenartikeln. Durch diese Perspektive ermoeglicht der Autor ein tiefer gehendes Verstandnis fur Kundenbedurfnisse, das weit uber die Betrachtungen von Marktforschungsinstituten hinausgeht.
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