Rechtliche Grenzen Des Brand Placement (English, Bettina Reich)
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Book Details
Publisher
Springer Gabler
Language
English
ISBN-13
9783834943620
ISBN-10
3834943622
Author
Bettina Reich
About the Book
Diese interdisziplin�r angelegte Studie stellt einen interessanten Br�ckenschlag zwischen Marketing, insbesondere Markenf�hrung, und Recht dar. Sie legt dar, dass die im Rahmen des Brand Placement erfolgende Platzierung von Markenprodukten im nicht-werblichen Fernsehprogramm zur �berwindung von Kommunikationsbarrieren beim Aufbau und Erhalt von Bekanntheit und Image von Marken als bedeutendstes immaterielles Verm�gen von Unternehmen gelten kann.…
ISBN: 9783834943620
ISBN-13: 9783834943620
ISBN-10: 3834943622
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Product ID: isbn-9783834943620
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