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Markenadäquate Gestaltung von Live Communication-Instrumenten

Markenadäquate Gestaltung von Live Communication-Instrumenten

Beatrice Ermer

87,51 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2014
Materia
Ventas y marketing
ISBN:
9783658048105
87,51 €
IVA incluido
Disponible

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Sobre IBD

Markenaufbau zur Wettbewerbsdifferenzierung hat in den letzten Jahren auch in BtoB-Märkten an Bedeutung gewonnen. Ein besonderer Stellenwert hierfür kommt den Instrumenten der Live Communication zu. Vor dem Hintergrund des identitätsbasierten Markenmanagements untersucht Beatrice Ermer die markenadäquate visuelle Gestaltung von Messeauftritten. Sie zeigt, welche Elemente der Messestandgestaltung besonders aufmerksamkeitsstark sind, welche Besonderheiten das Blickverhalten kennzeichnen und dass die markenadäquate Gestaltung eines Messeauftritts die Wahrnehmung bestimmter Markeneigenschaften beeinflusst.

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