Global Brand Management (English, Wulf Stolle)
by Wulf Stolle
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Book Details
Publisher
Springer Gabler
Language
English
ISBN-13
9783834941381
ISBN-10
3834941387
Author
Wulf Stolle
About the Book
Die Marke ist der bedeutendste Verm�genswert vieler Unternehmen. Durch die Globalisierung der wirtschaftlichen Aktivit�ten muss sich die Marke zunehmend in heterogenen M�rkten beweisen. Entscheidend f�r den nachhaltigen Markterfolg ist das von den Nachfragern in den Zielm�rkten wahrgenommene Image der Marke. Wulf Stolle analysiert auf der Basis konzeptioneller �berlegungen und einer umfangreichen empirischen Erhebung in Brasilien, China, Deutschl…
ISBN: 9783834941381
ISBN-13: 9783834941381
ISBN-10: 3834941387
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Product ID: isbn-9783834941381
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