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Premiumhandelsmarken im Sortiment des Einzelhandels
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Buy Premiumhandelsmarken im Sortiment des Einzelhandels for $63.00 at @ Link.springer.com when you apply the 10% OFF coupon at checkout.
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Die Handelspraxis hat die Potenziale von Premiummarken zur Betriebsstttenprofilierung und Differenzierung vom Wettbewerb bereits erkannt und fhrt verstrkt sogenannte Bio-Handelsmarken im Sortiment. Die Positionierung derartiger Eigenmarken setzt jedoch nicht nur die Kenntnis von Lcken im herstellerseitigen Angebot sowie eine hinreichende Sortiments- und Marktstruktur voraus, sondern auch ein entsprechendes Wissen ber die Einflussgren des Kaufverhaltens. Annett Wolf entwickelt ein verhaltenswissenschaftliches Erklrungsmodell, berprft dieses kausalanalytisch und leitet Implikationen fr das Markenmanagement im Einzelhandel ab.
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