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Positionierung von Business-to-Business-Marken

Positionierung von Business-to-Business-Marken

Nadine Bausback

90,40 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2007
Materia
Ventas y marketing
ISBN:
9783835008205
90,40 €
IVA incluido
Disponible

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  • Librería Samer Atenea
  • Librería Aciertas (Toledo)
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Sobre IBD

Nadine Bausback untersucht das Spannungsfeld von Rationalität und Emotionalität bei der Positionierung von Marken im B2B-Kontext. Sie liefert einen detaillierten Überblick über den Status quo der Forschung, untersucht die Thematik im Rahmen einer empirischen Studie bei 183 Unternehmen mit modernen multivariaten Verfahren und gibt abschließend Empfehlungen für die Praxis.

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