By Dirk Morschett

Dirk Morschett entwickelt ein umfassendes Wirkungsmodell, das Einflussfaktoren auf den Markenwert eines Handelsunternehmens sowie den Einfluss der Marke auf das Kaufverhalten der Konsumenten analysiert.

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Retail Branding und Integriertes Handelsmarketing: Eine Verhaltenswissenschaftliche und Wettbewerbsstrategische Analyse (German Edition) by Dirk Morschett


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