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Klappentext: Sponsoring zählt zu den etablierten Instrumenten der Markenkommunikation. Angesichts der Kostenexplosion in vielen Bereichen ist die Kontrolle der Sponsoringeffektivität eine dringliche Aufgabe. Bisherige Forschungsarbeiten sind allerdings häufig undifferenziert und...
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The 1990s saw global flows of foreign direct investment increase some sevenfold, spurring economists to explore FDI from a micro- or trade-based perspective. Foreign Direct Investment is one of the first books to analyze the macroeconomics of FDI, treating FDI as a unique form of international...
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