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Franz-Rudolf Esch
Moderne Markenführung [PDF ebook]
Grundlagen – Innovative Ansatze – Praktische Umsetzungen

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Cover of Franz-Rudolf Esch: Moderne Markenführung (PDF)

In anschaulicher und klar verständlicher Sprache werden die wesentlichen Aspekte einer modernen Markenführung dargestellt. Neben der Vermittlung notwendiger Grundlagen liegt der Schwerpunkt des Buches auf neuen und innovativen Ansätzen zum Management von Marken. Die 4. Auflage wurde vollständig überarbeitet und unter anderem um neue Beiträge zu Neuro-Marketing, Markenmigration, Markenführung nach innen, Corporate Brand Management, Store Brands und Brand Performance Measurement ergänzt.
Die broschierte Ausgabe besteht aus zwei Bänden.
’Das Buch ‚Moderne Markenführung” bietet ein Füllhorn von Ideen und konkreten Anregungen für die tägliche Arbeit. Es ist ein ‚Muss” für Markenmanager.’ Eduard Thometzek, Vorstandsvorsitzender der Zürich Gruppe Deutschland

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Language German ● Format PDF ● ISBN 9783834945419 ● Editor Franz-Rudolf Esch ● Publisher Gabler Verlag ● Published 2013 ● Downloadable 3 times ● Currency EUR ● ID 6596856 ● Copy protection Adobe DRM

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