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person:"John, Deborah Roedder"
~person:"Wiedmann, Klaus-Peter"
~subject:"Lizenz"
~subject:"Marketing management"
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Lizenz
Marketing management
Brand extension
9
Markentransfer
9
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John, Deborah Roedder
Wiedmann, Klaus-Peter
Keller, Kevin Lane
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Journal of general management
1
The journal of brand management : an international journal
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ECONIS (ZBW)
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The importance of brand heritage as a key performance driver in marketing management
Wiedmann, Klaus-Peter
;
Hennigs, Nadine
;
Schmidt, Steffen
; …
- In:
The journal of brand management : an international journal
19
(
2011/12
)
3
,
pp. 182-194
Persistent link: https://www.econbiz.de/10009409561
Saved in:
2
How risky are brand licensing strategies in view of customer perceptions and reactions?
Wiedmann, Klaus-Peter
;
Ludewig, Dirk
- In:
Journal of general management
33
(
2007/08
)
3
,
pp. 31-52
Persistent link: https://www.econbiz.de/10003717472
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