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Gestaltung komplexer Markenarchitekturen

Gestaltung komplexer Markenarchitekturen

Christopher Kanitz

90,90 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2013
Materia
Ventas y marketing
ISBN:
9783658027148
90,90 €
IVA incluido
Disponible

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Sobre IBD

​Die Komplexität der Markenportfolios ist in den letzten Jahren signifikant gestiegen. Dies stellt das Management vieler Unternehmen vor wichtige Herausforderungen. Die Markenarchitekturgestaltung befasst sich hierbei mit der Führung komplexer Markenportfolios, allerdings lässt der aktuelle Stand der Markenarchitekturforschung die Frage der Bewertung der Markenarchitekturentscheidung bisher unbeantwortet. Auf der Basis der identitätsbasierten Markenführung entwickelt Christopher Kanitz einen konzeptionellen Rahmen für das Management von Markenarchitekturen und identifiziert sechs relevante Bewertungskriterien für die Markenarchitekturentscheidung.

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