Work

Wandel in der Markenführung — vom instrumentellen zum identitätsorientierten Markenverständnis

Year: 2002

Type: book-chapter

Source: Gabler Verlag eBooks

DOI: 10.1007/978-3-322-92976-1_2

Authors: Heribert Meffert, Christoph Burmann

Language: German

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W93822533

FWCI: 19.22

Cites: 30

Cited by: 36

Related to: 10