Strategy changes, flexibility and brand management : a case study approach of identity-based branding
Christoph Burmann, Rico Piehler and Antje Löwa
| Year of publication: |
2015
|
|---|---|
| Authors: | Burmann, Christoph ; Piehler, Rico ; Löwa, Antje |
| Published in: |
Management of permanent change. - Wiesbaden : Springer Gabler, ISBN 3-658-05013-6. - 2015, p. 217-240
|
| Subject: | Markenführung | Brand management | Organisatorischer Wandel | Organizational change | Flexibilität | Flexibility | Markenimage | Brand image | Personalmarketing | HR marketing | Deutschland | Germany |
| Extent: | Ill., 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/10010466350