Zur Notwendigkeit einer Integration der Absatzmittler in die Führung von Herstellermarken -- Theoretische Grundlagen und Herleitung des Untersuchungsmodells -- Empirische Untersuchung des Modells für das absatzmittlergerichtete Markenmanagement -- Schlussbetrachtung und Ausblick.

At the dawn of the twenty-first century it has become increasingly clear, that to remain competitive in today's emerging global markets, companies can no longer depend on their own core strengths to drive marketplace leadership, but must look to their supply chains for new avenues of cost...