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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
R1,992 Discovery Miles 19 920
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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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