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Technologieorientiertes strategisches Marketing: Die Entwicklung eines neuen Bezugsrahmens zur Generierung von Marketingstrategien fur technologieorientierte Unternehmen

Verbraucherspezifische Promotionwirkungen

Key Account Management in Business-to-business Markets: An Assessment of Its Economic Value

Branchenimages als Determinanten der Markenprofilierung

Kundenbindung und Kundenwert: Der Einfluss von Einstellungen auf das Kaufverhalten

Wirkungen von Event-Marketing: Theoretische Fundierung und empirische Analyse

Emotionalisierung von Marken: Inter-industrieller Vergleich der Relevanz emotionaler Markenimages fur das Konsumentenverhalten

Imagewirkungen von Eventmarketing: Entwicklung eines ganzheitlichen Messansatzes

Buying Center-Analyse auf der Basis von Vertriebsinformationen

Zukunft der Innenstadt: Herausforderungen fur ein erfolgreiches Stadtmarketing

Innovatives Dienstleistungsmarketing in Theorie und Praxis

Internes Marketing, Unternehmenskultur und marktorientiertes Verhalten: Direkte, indirekte und moderierende Effekte

Akustische Reize als Instrument der Markenkommunikation

Marketing und Prozessgestaltung am Baumarkt

Kundenwert aus Kundensicht: Eine empirische Analyse des Kundennutzens aus Sicht der Privat- und Geschaftskunden in der Automobilindustrie

Wirkung integrierter Kommunikation: Ein verhaltenswissenschaftlicher Ansatz fur die Werbung

Marke Mensch: Prominente als Marken der Medienindustrie

Okonomik der Marke: Ein Beitrag zum Theorienpluralismus in der Markenforschung

Das Wechselverhalten von Konsumenten im Strommarkt: Eine empirische Untersuchung direkter und moderierender Effekte

Mass Customization: Ein wettbewerbsstrategisches Konzept im Informationszeitalter

Dienstleistungsmarketing in der Buromobelindustrie

Innovative Wirtschaftskommunikation: Interdisziplinare Problemlosungen fur die Wirtschaft : 9

Markenwert Und Markenwertermittlung: Eine Systematische Modelluntersuchung Und -bewertung

Ruckwirkungen von Markentransfers auf die Muttermarke: Messmethoden und empirische Befunde

Mass Customization: Ein wettbewerbsstratisches Konzept im Informationszeitalter

Wirkung integrierter Kommunikation: Ein verhaltenswissenschaftlicher Ansatz fur die Werbung.

Strategische Planung im Beschwerdemanagement

Innengerichtetes identitatsbasiertes Markenmanagement

Wirkung integrierter Kommunikation: Ein verhaltenswissenschaftlicher Ansatz fur die Werbung

Kontrolle des Sponsorings: State of the Art und methodischer Evaluationsansatz

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