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Strategische identitätsorientierte Markenführung

Strategische identitätsorientierte Markenführung

Tanja Ringle

84,61 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2006
Materia
Ventas y marketing
ISBN:
9783835004658
84,61 €
IVA incluido
Disponible

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Sobre IBD

Tanja Ringle analysiert, wie ein Soll-Selbstbild der Markenidentität durch interne und externe Maßnahmen vermittelt werden kann und welche Rolle die Markenidentität im strategischen Entscheidungsbereich spielt. Drei Fallstudien aus der Automobilindustrie erweitern die Untersuchungsergebnisse um eine praxisorientierte Perspektive.

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