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Sportsponsoring und Ambush-Marketing als Bestandteile des Kommunikations-Mix -- Wirkungskontrolle des Sportsponsorings …Zahlreiche Unternehmen nutzen Sportsponsoring im Rahmen sportlicher Großereignisse als zentrales Kommunikationstool …
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Klappentext: Intangible assets such as knowledge or brands are increasingly important to companies. Such assets are essentially needed to develop new innovative products and to introduce them to the market. Philipp Sandner is one of the first researchers to approach the valuation of both...
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