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Absatzmittlergerichtetes, identitätsbasiertes Markenmanagement

Absatzmittlergerichtetes, identitätsbasiertes Markenmanagement

Philip Maloney

71,61 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2007
Materia
Ventas y marketing
ISBN:
9783835009387
71,61 €
IVA incluido
Disponible

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Sobre IBD

Philip Maloney entwickelt ein Modell für das absatzmittlergerichtete, identitätsbasierte Markenmanagement, dessen Gegenstand die Wirkungszusammenhänge zwischen verschiedenen Stellhebeln und dem Brand Commitment sowie dem Verhalten von Absatzmittlern sind. Die theoretischen Überlegungen werden mittels einer umfangreichen empirischen Untersuchung am Beispiel einer führenden Marke aus dem Premiumsegment der Küchenmöbelbranche fundiert.

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