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Markenkompetenz by Karsten Willrodt


Markenkompetenz by Karsten Willrodt

Karsten Willrodt entwickelt einen integrierten Ansatz zum Markenmanagement. Basierend auf einer empirischen Untersuchung im Industrieguterbereich analysiert der Autor die Einflussgrossen und Zusammenhange auf die Kompetenzwahrnehmung von Marken.

About the Author

Dr. Karsten Willrodt ist wissenschaftlicher Mitarbeiter von Prof. Dr. Dr. h.c. Gunter Specht am Lehrstuhl fur Technologiemanagement & Marketing der Technischen Universitat Darmstadt.

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Book Info

Publication date

10th December 2004


Karsten Willrodt

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Deutscher Universitats-Verlag


244 pages


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