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Placebo-Effekte im Marketing - Zur Abhangigkeit des Produktnutzens von Marketing-Massnahmen (German, Paperback, 2010 ed.): Prof... Placebo-Effekte im Marketing - Zur Abhangigkeit des Produktnutzens von Marketing-Massnahmen (German, Paperback, 2010 ed.)
Prof Dr Alfred Kuss; Anja Fell
R1,709 Discovery Miles 17 090
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Anja Fell befasst sich mit dem Produktnutzen als zentralem Analysekonzept von Austauschprozessen und stellt unterschiedliche Konzepte den Erkenntnissen der Placebo-Forschung im Marketing-Kontext gegenuber. In zwei experimentellen Studien zeigt sie, dass auch die Marke die Wirkung eines Produktes mitbestimmen kann.
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