Stakeholderspezifische Wirkung von Corporate Brands

Stakeholderspezifische Wirkung von Corporate Brands

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Lars Fiedler entwickelt ein umfassendes Modell zur Erfassung der Auswirkung des Corporate Branding. Darauf aufbauend erarbeitet er ein Stakeholder-Management-Cockpit fA¼r einen generischen, entscheidungsorientierten Prozess zur FA¼hrung von Unternehmensmarken.Literaturverzeichnis Aaker, D. A. (1991): Managing Brand Equity - Capitalizing on the Value of a Brand, New York. Aaker, D. A. (1992): Management des Markenwerts, Frankfurt am Main. Aaker, D. A. (1996): Building Strong Brands, New York.

Title:Stakeholderspezifische Wirkung von Corporate Brands
Author: Lars Fiedler
Publisher:Springer-Verlag - 2007-12-14

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