Platzek, F., Schmitz, A.-K., Fassnacht, M., Waltermann, E. (2025), The Yin and Yang of brand portfolio transformations: how conscientious "lighthouse brands" drive sustainability in organisations, Journal of Brand Management, Vol. 32 (5), pp. 400–417.
Martin Fassnacht
Prof. Dr.
Group
Marketing and Sales Group
Fachgebiete
Price Management,
Retail Marketing,
Brand Management,
Dynamic Pricing,
Retail,
Brand Image,
Marketing,
Online Retail,
Pricing,
Consumer,
MBA Program,
Omnichannel Business,
Consumer Behavior,
Strategie,
Strategie im Einzelhandel,
E-Commerce,
B2C Business,
Communication Management,
Social Media,
Social Media Marketing and Branding,
Strategic Marketing
Group
Marketing and Sales Group
Fachgebiete
Price Management,
Retail Marketing,
Brand Management,
Dynamic Pricing,
Retail,
Brand Image,
Marketing,
Online Retail,
Pricing,
Consumer,
MBA Program,
Omnichannel Business,
Consumer Behavior,
Strategie,
Strategie im Einzelhandel,
E-Commerce,
B2C Business,
Communication Management,
Social Media,
Social Media Marketing and Branding,
Strategic Marketing