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Nachfragerorientierte Produktgestaltung auf Investitionsgtermrkten

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824467501
Condition
New
Product Description

Die konsequente Ausrichtung der Unternehmensleistung an den Bedrfnissen der Nachfrager ist entscheidender Faktor unternehmerischen Erfolgs. Die Produktgestaltung auf Investitionsgtermrkten orientiert sich bisher jedoch nur mangelhaft an den Erfordernissen des Marktes. Am Beispiel eines deutschen Maschinenbauunternehmens entwickelt Dirk Schmidt-Gallas ein Modell zur nachfragerorientierten Gestaltung von Investitionsgtern. Mit Hilfe der Conjoint-Analyse zeigt der Autor produkt- und marketingpolitische Implikationen auf und gibt Entscheidungshilfen fr eine marktorientierte Unternehmensfhrung.

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