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Management Von Markenallianzen

Management Von Markenallianzen

          
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About the Book

Markenallianzen sind eine zentrale strategische Option der Markenfuhrung, bei der man neben der eigenen Marke zusatzlich eine portfoliofremde Marke nutzt, um eine neue Leistung am Markt einzufuhren. Die Werte der Marken, die sich vor allem darin manifestieren, das Kaufverhalten von Konsumenten beeinflussen zu konnen, sollen dadurch kapitalisiert werden. Diese Arbeit beschaftigt sich umfassend mit den von Markenallianzen auf den Konsumenten ausgehenden Wirkungen. Detailliert wird die Frage erortert, wie Markenallianzen vom Konsumenten wahrgenommen und von ihm beurteilt werden. Dabei werden wichtige Gestaltungsfaktoren, die es bei der Bildung von Markenallianzen zu beachten gilt, untersucht und in einer umfangreichen Studienreiche empirisch abgesichert. Die Befunde werden in einen Managementprozess fur die Bildung von Markenallianzen integriert. Der Leser erhalt wichtige Einblicke in die zentrale Zusammenhange der Effekte von Markenallianzen. Fundierte Handlungsempfehlungen fur das Management von Markenallianzen werden angeboten. Jorn Redler, Jahrgang 1971, studierte Okonomie an der Justus-Liebig-Universitat in Giessen und war mehrere Jahre wissenschaftlicher Projektmitarbeiter am dortigen Institut fur Marken- und Kommunikationsforschung.


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Product Details
  • ISBN-13: 9783832503697
  • Publisher: Logos Verlag Berlin
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 700 gr
  • ISBN-10: 3832503692
  • Publisher Date: 15 Dec 2003
  • Height: 210 mm
  • No of Pages: 290
  • Series Title: German
  • Sub Title: Eine Analyse Unter Besonderer Berucksichtigung Der Urteilsbildung
  • Width: 145 mm


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