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Image for Okonomik der Marke : Ein Beitrag zum Theorienpluralismus in der Markenforschung

Okonomik der Marke : Ein Beitrag zum Theorienpluralismus in der Markenforschung

Welling, Michael, Engelhardt, Prof. Dr. Dr. h.c.(Foreword by)
Part of the Innovatives Markenmanagement series
See all formats and editions

Michael Welling analysiert den gegenwartigen Status quo des Forschungsfeldes "Marke" und zeigt ein gravierendes Begriffsdefizit auf.

Er begegnet diesem mit einer die identifizierten Probleme uberwindenden Markendefinition und stellt den bislang dominierenden verhaltenswissenschaftlichen Untersuchungen mit der Okonomik ein alternatives Erkenntnisobjekt zur Seite.

Er legt die Moglichkeiten verfugungsrechtlicher und vor allem informationsokonomischer Analysen dar und erarbeitet damit ein (alternatives) Fundament fur die noch immer defizitare Markentheorie.

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Product Details
Deutscher Universitatsverlag
3835002260 / 9783835002265
Paperback / softback
658.8
27/03/2006
Germany
317 pages, XXIII, 317 S.
148 x 210 mm
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