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Wechselverhalten von industriellen Nachfragern

Wechselverhalten von industriellen Nachfragern

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834984456
Condition
New
Product Description

Die Wirkung der Marke gewinnt im Industriegterbereich zunehmend an Bedeutung. Dorith Mayer untersucht die Markenbindung im Kontext der Wechselentscheidung industrieller Nachfrager. Sie entwickelt einen konzeptionellen Bezugsrahmen, der die konomische und verhaltenswissenschaftliche Perspektive auf das Kaufverhalten von industriellen Nachfragern integriert. Auf Basis einer erweiterten Choice-based-Conjoint-Analyse werden im Rahmen einer empirischen berprfung Implikationen fr das Markenmanagement und die Produktgestaltung von Industriegtermarken abgeleitet, die auf die Relevanz einer segmentspezifischen Ansprache der Kundenbedrfnisse eingehen.

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