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Segmentspezifische Kundenzufriedenheitsanalyse

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Springer Nature
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GTIN
9783824475995
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Product Description

Sowohl das Konzept der Marktsegmentierung als auch die Analyse der Kundenzufriedenheit haben in den letzten Jahren in Marktforschung und -praxis immer mehr an Bedeutung gewonnen. Dies ist auf den Trend von einer produkt- hin zu einer marktorientierten Unternehmensfhrung zurckzufhren. Carsten H. Hahn zeigt, wie eine integrierte Betrachtung der Marktsegmentierung und der Kundenzufriedenheit das Management bei der Entscheidungsfindung innerhalb des Marketingkonzeptes untersttzen kann. Dabei wird insbesondere der zunehmenden Individualitt des Konsumenten Rechnung getragen. Die Anwendbarkeit der vorgeschlagenen Analyseverfahren belegt der Autor durch Beispiele aus der Praxis.

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