Code: 14430824
Strategische Marketing- und Imageplanung
by Bernd Huber
Die Integration der verhaltenswissenschaftlich orientierten Marketingforschung und der strategischen Planung ist in Forschung und Praxis überfällig. In der vorliegenden Arbeit wird diese Integration mittels des Konstrukts «Image» ... more
- Language:
German - Binding: Paperback
- Number of pages: 403
Publisher: Peter Lang GmbH, Internationaler Verlag der Wissenschaften, 1993
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Book synopsis
Die Integration der verhaltenswissenschaftlich orientierten Marketingforschung und der strategischen Planung ist in Forschung und Praxis überfällig. In der vorliegenden Arbeit wird diese Integration mittels des Konstrukts «Image» geleistet. Denn Kaufentscheidungen werden über Images in den «Köpfen» der Konsumenten getroffen, und Wettbewerbsvorteile sind nur so relevant, wie sie über Images psychisch wirksam werden. In der Arbeit wird eine umfassende Konzeption zur strategischen Marketing- und Imageplanung entwickelt, basierend auf einer kritischen Bestandsaufnahme des Theoriestandes der Einstellungs- und Imagetheorie sowie der Theorie der strategischen Planung.
Book details
Book category Books in German Sozialwissenschaften, Recht, Wirtschaft Wirtschaft Einzelne Wirtschaftszweige, Branchen
87.67 €
- Full title: Strategische Marketing- und Imageplanung
- Author: Bernd Huber
- Language: German
- Binding: Paperback
- Number of pages: 403
- EAN: 9783631452677
- ISBN: 3631452675
- ID: 14430824
- Publisher: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
- Weight: 640 g
- Dimensions: 230 × 160 × 25 mm
- Date of publishing: 01. February 1993
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