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Kundennutzen in industriellen Geschftsbeziehungen
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Buy Kundennutzen in industriellen Geschftsbeziehungen for $45.00 at @ Link.springer.com when you apply the 10% OFF coupon at checkout.
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Product Details
Kundennutzen und Customer Value sind zwei der am hufigsten verwendeten Schlagwrter im Bereich Marketing. Bis heute fehlt es jedoch an einer umfassenden Aufarbeitung und einem einheitlichen Verstndnis des Begriffs Kundennutzen. Nikolas Beutin geht im Rahmen einer branchenbergreifenden, international durchgefhrten Untersuchung der Frage nach, was den Kundennutzen in industriellen Geschftsbeziehungen ausmacht, wodurch er beeinflusst wird und welchen Einfluss die Komplexitt eines Produktes auf diese Fragestellungen hat. Der Autor erarbeitet eine Konzeptualisierung und Operationalisierung des Konstruktes Kundennutzen und generiert Handlungsempfehlungen fr die Praxis.
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