Multisensuale Markenführung (English, Christiane Springer | Prof Dr Manfred Kirchgeorg)
by Christiane Springer | Prof Dr Manfred Kirchgeorg
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Book Details
Publisher
Gabler Verlag
Language
English
ISBN-13
9783834909008
ISBN-10
3834909009
Author
Christiane Springer | Prof Dr Manfred Kirchgeorg
About the Book
Christiane Springer untersucht eingehend die marketingspezifische Relevanz der Sinnessysteme und schlie t damit eine Forschungslücke, die in der Marketingliteratur bislang offen gelassen wurde. Anhand eines verhaltenstheoretischen Modells zur sensualen Wahrnehmungs- und Wirkungsweise von Elementen eines Brand Lands in der Automobilwirtschaft zeigt die Autorin, dass sich die Erinner- und Abrufbarkeit bei gleichzeitiger Ansprache mehrerer Sinne erh…
ISBN: 9783834909008
ISBN-13: 9783834909008
ISBN-10: 3834909009
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Christiane Springer | Prof Dr Manfred Kirchgeorg is the author of Multisensuale Markenführung. Browse more books by Christiane Springer | Prof Dr Manfred Kirchgeorg on GlowMirror.
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Product ID: isbn-9783834909008
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