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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834931153
Condition
New
Product Description

Beim Verstndnis der Kundenbedrfnisse zeigen sich in der Unternehmenspraxis oft erhebliche Defizite. Mit Hilfe von Theorien aus Psychologie und Soziologie untersucht Miriam Bttner, wie eine ganzheitliche Erklrung der Kundenbedrfnisse erreicht werden kann. Anhand multivariater Analyseverfahren validiert sie eine neu entwickelte Skala zur Klassifikation und zeigt ihre konomische Relevanz im Rahmen eines umfassenden Kausalmodells. Ein vielversprechendes Konzept zur Umsetzung der theoretischen Erkenntnisse ist die sogenannte Systemmarke. Durch systematischen Markenaufbau und gezielte Markenkommunikation gelingt es, sowohl emotional als auch rational orientierte Konsumenten fr die Markenwahl zu begeistern.

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