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Air-Design als Erfolgsfaktor im Handel
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Product Details
Wie kann die Anziehungskraft von Handels- und Dienstleistungsstandorten durch Duftstoffe erhht werden? Air Design ist eine Strategie, die Einkaufsumwelten im Gefhls- und Erfahrungsbereich der Kunden zu verankern, und wird so - insbesondere fr Handelsunternehmen - zu einem strategischen Erfolgsfaktor. Auf der Basis empirischer Marktuntersuchungen entwickelt Anja Sthr ein integratives Modell zur Wirkungsanalyse geruchlicher Reize im Handel und zeigt, welche Besonderheiten beim strategischen Einsatz von Duftstoffen als Profilierungsinstrument zu beachten sind.
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