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Download E-books Identitätsbasierte Markenführung im Investitionsgüterbereich: Management und Wirkungen von Marke-Kunde-Beziehungen (Innovatives Markenmanagement) (German Edition) PDF

By Juliane Krause

​Im Konsum­güter­bereich sind emotionale Werte wie Marke-Kunde-Beziehungen ein erfolgreiches tool zur nach­haltigen Differen­zierung vom Wettbewerb. Da organisationale Entscheider in der Regel über ein tief verankertes rationales Selbstbild ver­fügen, stellt sich die Frage, ob dies auch für den Investitionsgüterbereich gilt. Juliane Krause zeigt, dass bisherige Studien zum Aufbau von Marke-Kunde-Beziehungen einzig auf die Beziehung zwischen Mitar­beiter und Kunde fokussieren und dabei den Einfluss der Beziehung zwischen Mitarbeiter und Marke vernachlässigen. Sie entwickelt ein praktisch anwendbares sowie quantitativ-empirisch validiertes Modell, das die Wirkungs­zusammen­hänge zwischen diesen Beziehungen im Hinblick auf das Verhalten organisationaler Entscheider im Investitionsgüterbereich darstellt.

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Read or Download Identitätsbasierte Markenführung im Investitionsgüterbereich: Management und Wirkungen von Marke-Kunde-Beziehungen (Innovatives Markenmanagement) (German Edition) PDF

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