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Neuromarketing in der Markenführung am Beispiel bekannter Biermarken (German Edition)

Michaela Riedel




[PDF.qm11] Neuromarketing in der Markenführung am Beispiel bekannter Biermarken (German Edition)

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 | #3559403 in eBooks |  2010-09-21 |  2015-12-10 | File type: PDF

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Das Buch greift das aktuell heiß diskutierte Thema "Neuromarketing in der Markenführung" zunächst aus theoretischer und anschließend - am Fallbeispiel der Biermarken Beck’s, Krombacher und Radeberger - aus praktischer Sicht auf. Der theoretische Teil beschreibt die notwendigen Definitionen und fasst die Funktions- und Vorgehensweise von Neuromarketing zusammen. Das Buch geht hierbei sowohl auf die Gehirnforschung als auch auf die Markenwirkung...

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