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Zielgruppen im Konsumentenmarketing

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658006242
Condition
New
Product Description

Das Herausgeberwerk widmet sich in einzelnen Beitrgen den dominierenden Zielgruppenkonzepten im Konsumentenmarketing. Neben eindimensionalen und primr an beobachtbaren Merkmalen orientierten Segmentierungen (z.B. Zielgruppe Frau oder Best Ager) werden gngige psychographische und geographische Anstze sowie die Zukunftstrends der Zielgruppendiskussion thematisiert. Dabei kommen jeweils fhrende Fachvertreter zu Wort, die die jeweiligen Anstze entscheidend mitgeprgt bzw. weiterentwickelt haben. Zur Veranschaulichung der praktischen Umsetzungsmglichkeiten werden im letzten Teil des Buches praktische Branchenanwendungen vorgestellt.

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