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Implementierung innovativer Dienstleistungsmarken

Implementierung innovativer Dienstleistungsmarken

Jan Wieseke

76,24 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2004
Materia
Ventas y marketing
ISBN:
9783824482573
76,24 €
IVA incluido
Disponible

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Sobre IBD

Jan Wieseke entwickelt ein Erfolgsfaktorenmodell zur Implementierung innovativer Dienstleistungsmarken. Mit Hilfe einer großangelegten Mehrebenenuntersuchung erfolgt dessen empirische Überprüfung am Beispiel einer realen Markenimplementierung. Die gewonnenen Erkenntnisse werden anschließend in konkrete Handlungsempfehlungen für die Unternehmenspraxis übersetzt; so wird u.a. eine umfassende Implementierungsscorecard entworfen.

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