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Herausforderungen und Aufgaben des Markenmanagements
16 references·6 citing·37 second hop
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References

  • 1994The magical number seven, plus or minus two: Some limits on our capacity for processing information.17,161 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 2000Marketing management: analysis. planning. implementation and control6,649 cited
  • 1995Building Strong Brands4,432 cited
  • 1991Managing brand equity : capitalizing on the value of a brand name.3,547 cited
  • 1971Consumer Rankings of Risk Reduction Methods1,407 cited
  • 2014Strategie und Technik der Markenführung731 cited
  • 2004New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry606 cited
  • 2004How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?563 cited
  • 1986Creating Shareholder Value: A Guide for Managers and Investors556 cited
  • 2003Creating powerful brands in consumer, service and industrial markets472 cited
  • 1977Information Acquisition Behavior in Brand Choice Situations406 cited
  • 1999Marketing causes and implications of consumer confusion296 cited
  • 1994Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue269 cited
  • 1992Die Marke - Kapital des Unternehmens

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190 cited
  • 2000Better Measurement and Management of Brand Value155 cited
  • Cited by

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    • 2008Dienstleistungsmarken — Eine Einführung in den Sammelband17 cited
    • 2006Markenmanagement — Markenbildung in der Medienbranche16 cited
    • 2007Markenprofilierung und Markentransfer14 cited
    • 2015Digital Sales Excellence: Neue Technologien im Vertrieb aus strategischer Perspektive13 cited