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Global Brand Management - Stolle, Wulf

Wulf Stolle analysiert auf Basis konzeptioneller Ăśberlegungen und einer umfangreichen empirischen Erhebung in Brasilien, China, Deutschland und den USA, welche Konsequenzen sich aus der Marktheterogenität fĂĽr die Wahrnehmung und Beurteilung von Automarken ergeben.

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