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Licensing Kompakt: Praxisleitfaden Für Lizenzgeber Und -Nehmer
Paperback
ISBN13: 9783834940681
Publisher: Gabler Verlag
Published: Jun 15 2012
Pages: 146
Weight: 0.57
Height: 0.33 Width: 6.69 Depth: 9.61
Language: German
Unternehmen nutzen Lizenzthemen, um die Attraktivität ihrer Produkte für den Konsumenten zu erhöhen. Und umgekehrt werden Marken bewusst so aufgebaut, dass sie mit Licensing zusätzliche Umsätze erzielen können. Dieser Praxisleitfaden gibt einen komprimierten Überblick über die gängigsten Formen des Licensing und berücksichtigt dabei gleicherma en die Perspektiven von Lizenzgebern und -nehmern. Mit vielen nationalen und internationalen Beispielen, Checklisten und einem Glossar - ein Muss für alle, die sich mit Licensing beschäftigen.
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