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Pricing fr produktbegleitende Dienstleistungen

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Brand
Springer Nature
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N/A
Part Number
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GTIN
9783834942036
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Product Description

Mit dem Angebot produktbegleitender Dienstleistungen knnen sich Unternehmen von ihren Wettbewerbern differenzieren; allerdings ist das Pricing hierbei eine zentrale Herausforderung. Dem Marketing stellt sich die Frage, ob eine produktbegleitende Dienstleistung integral mit oder separat zur Kernleistung bepreist und angeboten werden sollte. Bjrn Rentner analysiert die Akzeptanz der beiden Angebots- und Pricingformen sowie die Einflussfaktoren, die zu Akzeptanzunterschieden fhren knnen. Auf seinen Ergebnissen basierend leitet er Handlungsimplikationen fr das Preis-Management bei produktbegleitenden Dienstleistungen ab.

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