Business & Money | Marketing & Sales

Ökonomik der Marke: Ein Beitrag zum Theorienpluralismus in der Markenforschung

by Michael Welling

2020-06-22 07:38:59

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Michael Welling analysiert den gegenwärtigen Status quo des Forschungsfeldes Marke und zeigt ein gravierendes Begriffsdefizit auf. Er begegnet diesem mit einer die identifizierten Probleme überwindenden Markendefinition und stellt den bisla... Read more
Michael Welling analysiert den gegenwärtigen Status quo des Forschungsfeldes Marke und zeigt ein gravierendes Begriffsdefizit auf. Er begegnet diesem mit einer die identifizierten Probleme überwindenden Markendefinition und stellt den bislang dominierenden verhaltenswissenschaftlichen Untersuchungen mit der Ökonomik ein alternatives Erkenntnisobjekt zur Seite. Er legt die Möglichkeiten verfügungsrechtlicher und vor allem informationsökonomischer Analysen dar und erarbeitet damit ein (alternatives) Fundament für die noch immer defizitäre Markentheorie. Less

Book Details

File size5.83(w)x8.27(h)x(d)
Print pages317
PublisherDeutscher Universitätsverlag
Publication date March 27, 2006
ISBN9783835002265
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Michael Welling
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