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Repositionierung von Marken
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Product Details
Die Positionierung von Marken gehrt im Marketing zum Kerngeschft. Einmal gewhlte Positionierungen bleiben dabei im Zeitablauf selten unverndert, weil nahezu alle Marken in einem dynamischen Marktumfeld agieren. Deswegen sind Repositionierungen an der Tagesordnung. Bisher existieren nur wenige Entscheidungsuntersttzungsinstrumente, die fr Markenrepositionierungen herangezogen werden knnen. Christian Feddersen entwickelt ein agentenbasiertes Simulationsmodell, welches in Verbindung mit multivariaten Verfahren fr die Beurteilung von Repositionierungsstrategien herangezogen werden kann.
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