A new generation of brand controlling : evaluating the effectiveness and efficiency of the complete marketing mix
Siegfried Högl and Oliver Hupp
| Year of publication: |
2007
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|---|---|
| Authors: | Högl, Siegfried ; Hupp, Oliver |
| Published in: |
Market research best practice : 30 visions for the future ; a compilation of discussion papers, case studied and methodologies from ESOMAR. - Hoboken, NJ [u.a.] : Wiley, ISBN 978-0-470-06527-3. - 2007, p. 367-390
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| Subject: | Marketingmanagement | Marketing management | Markenführung | Brand management | Controlling | Management control |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003551896