(Marke, Händler, Vertriebsschiene). Auf der Basis des Balanced-Scorecard-Ansatzes entwickelt die Autorin ein Führungs- und …

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand … years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous … strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Nol︠ Kapferer …