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Hersteller- Und Handelsmarken Im Kaufentscheidungsprozess (German, Paperback, 2008 ed.): Carola Weise Hersteller- Und Handelsmarken Im Kaufentscheidungsprozess (German, Paperback, 2008 ed.)
Carola Weise; Foreword by Prof Dr Ralph Berndt
R2,066 Discovery Miles 20 660
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Carola Weise analysiert die Faktoren, die die Attraktivitat der Marken beeinflussen. Hierzu entwickelt sie ein Modell des Kaufentscheidungsprozesses fur kurzlebige Konsumguter. Mit Hilfe der Kausalanalyse zeigt die Autorin auf, welche Kriterien auf dieser Basis in die Kaufentscheidung einfliessen, um die zur Wahl stehenden Hersteller- und Handelsmarken zu bewerten."

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