Strategie Und Technik Des Automobilmarketing by Franz-Rudolf Esch
Strategie Und Technik Des Automobilmarketing

Strategie Und Technik Des Automobilmarketing


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About the Book

Das Automotive Institute for Management (AIM) zeigt, wie man aus Sicht der Automobilunternehmen auf Basis der Markenidentität und mit Blick auf die Bedürfnisse und Wünsche der Kunden bestmöglich verschiedene Automodelle vermarkten kann. Die Besonderheit gegenüber bisherigen Büchern zum Automobilmarketing liegt darin, dass alle relevanten Marketing-Themen aus zweifacher Perspektive beleuchtet werden. Der Herausgeber verbindet dabei theoretisch fundierte Beiträge renommierter Wissenschaftler mit einer Vielzahl von Interviews anerkannter Entscheidungsträger aus der Automobilindustrie, so dass das Buch sich gleichermaßen an an Fach- und Führungskräfte in Unternehmen sowie Studierende und Dozenten der Wirtschaftswissenschaften und angrenzender Disziplinen richtet.
About the Author: Prof. Dr. Franz-Rudolf Esch ist Inhaber des Lehrstuhls für Markenmanagement und Direktor des Instituts für Marken- und Kommunikationsforschung (IMK) an der EBS Universität für Wirtschaft und Recht. Er ist Gründer und wissenschaftlicher Beirat von ESCH. The Brand Consultants.


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Product Details
  • ISBN-13: 9783834933911
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Spine Width: 0 mm
  • Width: 168 mm
  • ISBN-10: 3834933910
  • Publisher Date: 14 Jul 2013
  • Height: 240 mm
  • No of Pages: 484
  • Series Title: German
  • Weight: 750 gr


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Strategie Und Technik Des Automobilmarketing
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