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Strategisches Mehrmarkencontrolling

Strategisches Mehrmarkencontrolling

Mathias Kullmann

146,18 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2006
Materia
Ventas y marketing
ISBN:
9783835004146
146,18 €
IVA incluido
Disponible

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Sobre IBD

Mathias Kullmann entwickelt ein theoretisch fundiertes Konzept für ein identitätsbasiertes Controlling von Mehrmarkenstrategien und unterzieht es anhand einer umfassenden empirischen Studie einer anspruchsvollen Validierung. Er zeigt die praktische Relevanz seines Konzeptes anhand eines Simulationsmodells auf und leitet exemplarisch konkrete Handlungsempfehlungen für den deutschen Süßwarenmarkt ab.

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