Regionale Marken und Konsumentenverhalten: Konsequenzen f?r die Markenf?hrung by-image

Regionale Marken und Konsumentenverhalten: Konsequenzen f?r die Markenf?hrung by

$ 58.13

Book Title: Regionale Marken und Konsumentenverhalten Item Length: 8.3 in Series: Integratives Marketing-Wissenstransfer Zwischen Theorie Und Praxis Ser. Language: German Item Width: 5.8 in gtin13: 9783824478972 Item Weight: 11.1 Oz Publisher: Deutscher Universitäts Verlag Author: Anja Geigenmüller Subject: Marketing / General ISBN-13: 9783824478972 Format: Trade Paperback Number of Pages: Xxvi, 208 Pages Subject Area: Business & Economics Publication Name: Regionale Marken Und Konsumentenverhalten : Konsequenzen Für Die Markenführung Publication Year: 2003 ISBN: 9783824478972 Type: Textbook

Description

Regionale Marken und Konsumentenverhalten by Anja Geigenmüller Estimated delivery 3-12 business days Format Paperback Condition Brand New Description Anja Geigenmüller zeigt, dass regionale Marken an Marktbedeutung gewinnen und die Relevanz nationaler Marken in Frage stellen werden. Daraus leitet sie marken- und vor allem kommunikationspolitische Strategien zur Führung regionaler Marken in regionalen und überregionalen Märkten ab. Publisher Description Mit der zunehmenden Globalisierung lassen sich verschiedene Strategien der Markenhersteller beobachten. Einerseits werden Markenportfolios stark reduziert bzw. Marken internationalisiert, andererseits akquirieren Unternehmen "regionale Schätze" und nehmen dabei sogar Kannibalisierungseffekte in Kauf. Anja Geigenmüller nutzt die Region der neuen deutschen Bundesländer, um den Einfluss der Markenherkunft auf die Wahrnehmung regionaler Marken zu untersuchen. Sie zeigt, dass regionale Marken an Marktbedeutung gewinnen und die Relevanz nationaler Marken in Frage stellen werden. Daraus leitet sie marken- und vor allem kommunikationspolitische Strategien zur Führung regionaler Marken in regionalen und überregionalen Märkten ab. Unter anderem wird dargestellt, welche strategische Rolle regionale Marken für internationale Markenunternehmen im Rahmen von Mehrmarkenstrategien spielen können und welche Konsequenzen damit verbunden sind. Die Erkenntnisse sind nicht nur für den deutsch-deutschen Markt, sondern auch für das Marketing im Rahmen der EU-Osterweiterung relevant. Details ISBN 3824478978 ISBN-13 9783824478972 Title Regionale Marken und Konsumentenverhalten Author Anja Geigenmüller Format Paperback Year 2003 Pages 208 Edition 2003rd Publisher Deutscher Universitats-Verlag GE_Item_ID:137847246; About Us Grand Eagle Retail is the ideal place for all your shopping needs! With fast shipping, low prices, friendly service and over 1,000,000 in stock items - you're bound to find what you want, at a price you'll love! Shipping & Delivery Times Shipping is FREE to any address in USA. Please view eBay estimated delivery times at the top of the listing. Deliveries are made by either USPS or Courier. We are unable to deliver faster than stated. International deliveries will take 1-6 weeks. NOTE: We are unable to offer combined shipping for multiple items purchased. This is because our items are shipped from different locations. Returns If you wish to return an item, please consult our Returns Policy as below: Please contact Customer Services and request "Return Authorisation" before you send your item back to us. Unauthorised returns will not be accepted. Returns must be postmarked within 4 business days of authorisation and must be in resellable condition. Returns are shipped at the customer's risk. We cannot take responsibility for items which are lost or damaged in transit. For purchases where a shipping charge was paid, there will be no refund of the original shipping charge. Additional Questions If you have any questions please feel free to Contact Us. Categories Baby Books Electronics Fashion Games Health & Beauty Home, Garden & Pets Movies Music Sports & Outdoors Toys

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  3. The two new out-of-print books I ordered were exactly as described and shipped promptly. I did ask the seller's support person (an AI chatbot, I think) to be sure to package the items carefully, and "he" said that he'd make that request of the shipping department. I knew this was hooey, and as I expected, the books were shipped in nothing but a padded paper mailer, no other protection. I got lucky, no damage, but don't bother making special requests of this seller.

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