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Werbestrategien fr Produktneueinfhrungen im Lebensmittelbereich

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658152734
Condition
New
Product Description

In Anbetracht der hohen Flop-Raten von Produktneueinfhrungen im Lebensmittelbereich befasst sich Friederike Kamm mit der Frage, wie die Effizienz von Werbemanahmen fr neue Produkte erhht und somit ein wesentlicher Beitrag zum Erfolg von Produktneueinfhrungen geleistet werden kann. Die Autorin analysiert in drei experimentellen Studien, ob und unter welchen Bedingungen die werbliche Ansprache von Konsumenten in Vernderungssituationen eine erfolgversprechende Werbestrategie fr neue Produkte aus dem Lebensmittelbereich darstellt und welche Mglichkeiten einer erfolgversprechenden Werbegestaltung sich Herstellern neuer Produkte bieten.

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