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Marcel Stafflage untersucht eine neue und wirksame Mglichkeit der Kundenansprache innerhalb der mobilen Marketingkommunikation des stationren Handels und setzt sich mit zentralen Gestaltungsgren auseinander. Auf Basis eines integrativen Forschungsmodells analysiert der Autor mittels empirischer Studien die Bedeutung ausgewhlter Determinanten in Bezug auf die Kaufabsicht.
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