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Konkurrenzvorteile am Point-of-Sale
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Buy Konkurrenzvorteile am Point-of-Sale for $63.00 at @ Link.springer.com when you apply the 10% OFF coupon at checkout.
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Product Details
Da Kaufentscheidungen mehrheitlich erst am Point-of-Sale (POS) getroffen werden, stehen die dort zum Kauf angebotenen Produkte und Marken in einem mehr oder weniger starken Konkurrenzverhltnis. Es wird ein als Punktbewertungsmodell angelegtes Instrument entwickelt, das diese am POS beobachtbare Konkurrenz in seiner Vielfalt erfasst, operationalisiert und bewertet. Das Vorgehen wird im Anschluss in ausgewhlten Handelsmrkten getestet und hinsichtlich seiner Prognosekraft fr den Produkterfolg beurteilt. Auerdem wird die Frage nach den Konkurrenzursachen und damit auch nach den Beeinflussungsmglichkeiten der Produkt-/Markenprsenz am POS gestellt.
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