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Image for Handelsmarkenmanagement: Grundlagen - Strategien - Umsetzung
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Handelsmarkenmanagement: Grundlagen - Strategien - Umsetzung (1st Aufl 2017th edition)

Schwertfeger, Marko
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Dieses Buch liefert die Grundlagen für eine professionelle Führung von Handelsmarken und diskutiert strategische und operative Aspekte.

Dabei zeigt es die Unterschiede zu Herstellermarken, verschiedene Erscheinungsformen von Handelsmarken sowie aktuelle Entwicklungen auf.

Marko Schwertfeger erläutert, wie Handelsunternehmen mit Handelsmarken ein Alleinstellungsmerkmal im Wettbewerb erlangen und gleichzeitig die Gewinnmarge erhöhen können.

Zudem gibt er einen Überblick über die Handelsmarkenführung in verschiedenen Branchen (u.a.

Lebensmittel und Drogerieartikel). Am Ende eines jeden Kapitels werden Wiederholungs- und Vertiefungsfragen gestellt. 

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Product Details
Springer
3658090537 / 9783658090531
eBook (Adobe Pdf, EPUB)
15/11/2016
Germany
144 pages
Copy: 10%; print: 10%
KCC Microeconomics, KJS Sales & marketing, KNP Distributive industries
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