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Marke Mit System

Die Relevanz Des Regulatorischen Fokus Fur Die Markenwahl

Language GermanGerman
Book Paperback
Book Marke Mit System Miriam Büttner
Libristo code: 01783933
Publishers Gabler Verlag, December 2011
Beim Verständnis der Kundenbedürfnisse zeigen sich in der Unternehmenspraxis oft erhebliche Defizite... Full description
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Beim Verständnis der Kundenbedürfnisse zeigen sich in der Unternehmenspraxis oft erhebliche Defizite. Mit Hilfe von Theorien aus Psychologie und Soziologie untersucht Miriam Büttner, wie eine ganzheitliche Erklärung der Kundenbedürfnisse erreicht werden kann. Anhand multivariater Analyseverfahren validiert sie eine neu entwickelte Skala zur Klassifikation und zeigt ihre ökonomische Relevanz im Rahmen eines umfassenden Kausalmodells. Ein vielversprechendes Konzept zur Umsetzung der theoretischen Erkenntnisse ist die sogenannte „Systemmarke“. Durch systematischen Markenaufbau und gezielte Markenkommunikation gelingt es, sowohl emotional als auch rational orientierte Konsumenten für die Markenwahl zu begeistern.

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About the book

Full name Marke Mit System
Author Miriam Büttner
Language German
Binding Book - Paperback
Date of issue 2011
Number of pages 260
EAN 9783834931153
ISBN 3834931152
Libristo code 01783933
Publishers Gabler Verlag
Weight 358
Dimensions 150 x 208 x 18

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing
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