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Preiskomplexitt
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Marketingmanager sehen sich zunehmend dazu aufgefordert, die Komplexitt von Einkaufsumgebungen systematisch zu managen. Die optimale Gestaltung und Darstellung von Preissystemen stellt eine groe Herausforderung fr die Praxis dar. Melanie Krmer untersucht mit Hilfe von empirisch-experimentellen Studien, welche Faktoren ein Preissystem komplex machen, wie Konsumenten Preiskomplexitt wahrnehmen und welche Auswirkungen sich daraus fr die Kaufentscheidung ergeben.
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