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Nutzenbasierte Marktsegmentierung - Eine Kaufprozessorientierte Untersuchung Zur Wirkungsmessung Von Marketing-Aktivitaten (German, Paperback, 2009 ed.) Loot Price: R2,022
Discovery Miles 20 220
Repayment Terms: R189 pm x 12*
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Nutzenbasierte Marktsegmentierung - Eine Kaufprozessorientierte Untersuchung Zur Wirkungsmessung Von Marketing-Aktivitaten...

Nutzenbasierte Marktsegmentierung - Eine Kaufprozessorientierte Untersuchung Zur Wirkungsmessung Von Marketing-Aktivitaten (German, Paperback, 2009 ed.)

Prof Dr Joachim Zentes; Burkhard Scheer

Series: Kundenmanagement & Electronic Commerce

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Loot Price R2,022 Discovery Miles 20 220 | Repayment Terms: R189 pm x 12*

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Burkhard Scheer erweitert den klassischen Ansatz der benefit segmentation um eine Betrachtung der Wirkungsbeziehungen, die zwischen den Marketing-Aktivitaten der Hersteller und den Nutzenwahrnehmungen der Konsumenten bestehen. Diese Wirkungsbeziehungen werden mit Hilfe des FIMIX-PLS-Ansatzes als Segmentierungskriterium herangezogen.
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General

Imprint: Gabler Verlag
Country of origin: Germany
Series: Kundenmanagement & Electronic Commerce
Release date: December 2008
Foreword by: Prof Dr Joachim Zentes
Authors: Burkhard Scheer
Dimensions: 210 x 148 x 15mm (L x W x T)
Format: Paperback - Trade
Pages: 257
Edition: 2009 ed.
ISBN-13: 978-3-8349-1041-7
Languages: German
Subtitles: German
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 3-8349-1041-4
Barcode: 9783834910417

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