Rumler, Andrea; Schmidt, Leo; Zumdieck, Alexander - In: PraxisWISSEN Marketing 4 (2019) 01/2019, pp. 127-147
Start-ups are regularly facing special challenges when developing their communication policy. Very often, neither the founders nor the company name or the products are well-known. This is especially true in the earliest phase of start-ups which is being analyzed in this article. It is especially...
