haku: @author Jenner, T. / yhteensä: 17
viite: 11 / 17
| Tekijä: | Jenner, T. |
| Otsikko: | Überlegungen zum strategischen Wandel in den Markenführung |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
1999 : 2 Q, VOL. 21:2, p. 149-160 |
| Asiasana: | BRANDS MANAGEMENT MARKETING STRATEGY |
| Kieli: | ger |
| Tiivistelmä: | Within the brand management, aspects of strategic change have a superiour meaning. The reformulation of a marketing strategy often seems to be very difficult. The construct of dominant logic plays an important role in the explanation of the phenomenon. This paper presents some ideas to overcome such a dominant logic. The balance btw. continuity and adaption is of vital importance within the brand management process. |
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