Schnittstellenmanagement zwischen Vertrieb und Marketing durch interaktive Markenführung
Book chapter (February 2020)
The most recent citing publications are shown below. View all 18 publications that cite this research output on Dimensions.
The consistency of marketing in the target group approach of watch companies: A comparative analysis of Rolex and Swatch image advertisements through the decades
Book chapter (May 2019)
Exploring the Role of Family Firm Identity and Market Focus on the Heterogeneity of Family Business Branding Strategies
Book chapter (September 2018)