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Markenpolitische Strategien Des Konsumgueterherstellers: Dargestellt an Guetern Des Taeglichen Bedarfs
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Series: Marktorientierte Unternehmensfuehrung, Book 6
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ISBN13: 9783820412345
Publisher: Peter Lang
Published: Feb 1 1988
Pages: 314
Language: German
Im Mittelpunkt stehen aktuelle markenpolitische Tendenzen (Markendynamik) sowie insbesondere die Beschreibung und der systematische Vergleich folgender ausgewählter markenpolitischer Strategiealternativen von Herstellerunternehmen:
- Handelsmarkenpolitik (i.S. einer Produktion von Handelsmarken)
- Duale Markenpolitik (als Kombination der beiden ersten Strategien)
- Vertriebswegegebundene Herstellermarkenpolitik.
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