Marketingstrategien im Licensing

Michael Kleinjohann ()
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Michael Kleinjohann: ISM International School of Management

Chapter Kapitel 12 in Haptische Werbung. Merchandising. Licensing, 2025, pp 373-387 from Springer

Abstract: Zusammenfassung Die Vermarktung von Produkten unterschiedlichster Warenarten und -gruppen über Licensing differenziert sich entsprechend dem inhaltlichen Bezugsobjekt, dem Thema und der Marke der Lizenzierung in die Strategien des Personality, Character, Event, Destination, Brand Licensing sowie Content Licensing.

Date: 2025
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DOI: 10.1007/978-3-658-49129-1_12

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