Dierks, Alexander
Re-Modeling the Brand Purchase Funnel
Table of contents
1. Chapter A: Changing consumer behavior as a challenge for brand management
Alexander Dierks
2. Chapter B: From the traditional to a more nuanced brand purchase funnel
Alexander Dierks
3. Chapter C: Empirical application of a re-modeled brand purchase funnel
Alexander Dierks
4. Chapter D: Discussion and outlook
Alexander Dierks
Keywords: Business and Management, Branding, Consumer Behavior
- Author(s)
- Dierks, Alexander
- Publisher
- Springer
- Publication year
- 2017
- Language
- en
- Edition
- 1
- Series
- Innovatives Markenmanagement
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9783658178222
- Printed ISBN
- 978-3-658-17821-5
