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Produktzugaben
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Product Details
Produktzugaben sind ein beliebtes Verkaufsfrderungsinstrument im Einzelhandel. Trotz des umfangreichen Einsatzes besteht jedoch weitgehend Unsicherheit darber, ob von ihnen tatschlich ein signifikanter Verkaufsfrderungseffekt ausgeht. Sascha Hoffmann analysiert die Wirksamkeit unterschiedlicher Produktzugaben am Beispiel des Zeitschriftenmarktes und untersucht, von welchen Faktoren ihre Wirksamkeit beeinflusst wird. Fr den praktischen Einsatz leitet der Autor wichtige Implikationen und Handlungsempfehlungen ab.
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