Markenbedeutung und -management im Industrieguterbereich: Einflussfaktoren, Gestaltung, Erfolgsauswirkungen
Markus Richter
Markenbedeutung und -management im Industrieguterbereich: Einflussfaktoren, Gestaltung, Erfolgsauswirkungen
Markus Richter
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Markus Richter untersucht die Bedeutung und das Management von Marken in uber 300 Industrieguterunternehmen. Er identifiziert Faktoren, welche die Bedeutung von Industriegutermarken beeinflussen, und zeigt die wesentlichen Stellhebel fur erfolgreiches Markenmanagement im Industrieguterbereich auf.
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