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Musik Merchandising aus Konsumentenperspektive
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Buy Musik Merchandising aus Konsumentenperspektive for $54.00 at @ Link.springer.com when you apply the 10% OFF coupon at checkout.
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Nach dem Wegbrechen des traditionellen Geschftsmodells sucht die Musikindustrie vermehrt alternative Erlsquellen, um Konsumenten an Musikangebote zu binden. Kati Korn identifiziert Faktoren, die den Kauf und die Verwendung von Musik Merchandise aus Sicht des Musikkonsumenten determinieren und bringt diese in einen theoretischen Zusammenhang. Das resultierende Verhaltensmodell berprft sie im Rahmen einer breit angelegten empirischen Untersuchung mit Musikkonsumenten aus dem deutschsprachigen Raum. Sie legt offen, was den Musikkonsumenten im Zusammenhang mit Merchandise antreibt und liefert umfangreiche Ausgestaltungs- und Optimierungshinweise fr das Management von Musik Merchandise.
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