Gabler Verlag
Markensterben (English, Isabel Barbara Breiter)
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About the Book
Markensterben ist ein weit verbreitetes Phänomen, das bisher nur fragmentiert erforscht wurde. Isabel Breiter entwickelt ein Erklärungsmodell für dieses Phänomen und erarbeitet eine tragfähige Definition. Anhand von Praxisbeispielen zeigt sie mögliche Sterbeursachen auf und fundiert sie theoretisch mithilfe betriebswirtschaftlicher Forschungserkenntnisse. Ihr Erklärungsmodell zeigt die Multikausalität von Markensterbeprozessen, die sich in ihrer…
ISBN: 9783834933379
Book Specifications
| ISBN-13 | 9783834933379 |
| ISBN-10 | 3834933376 |
| Publisher | Gabler Verlag |
| Category | Gabler Verlag |
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