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Werbung ALS Schlusselfaktor Bei Der Einfuhrung Neuer Produkte - Konsequenzen Fur Die Testmarktforschung (German, Paperback,... Werbung ALS Schlusselfaktor Bei Der Einfuhrung Neuer Produkte - Konsequenzen Fur Die Testmarktforschung (German, Paperback, 2007 ed.)
Prof Dr Bernd Erichson; Kerstin Hiller
R2,019 Discovery Miles 20 190
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Kerstin Hiller arbeitet den theoretischen und methodischen state of the art der Testmarktsimulation auf und entwickelt ein umfassendes dynamisches Awareness-Modell, d.h. ein Modell zum Aufbau von Markenbekanntheit, durch TV-Werbung, die bei der Einfuhrung neuer Produkte nach wie vor von ausschlaggebender Bedeutung ist."

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