Wirkung von Markenkrisen und der Soothing-Strategie als Markenkrisenreaktion
Year of publication: |
2012
|
---|---|
Authors: | Esch, Franz-Rudolf ; Weyler, Stephan |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 34.2012, 4, p. 282-300
|
Subject: | Markenartikel | Brand | Krisenmanagement | Crisis management | Markenführung | Brand management |
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