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Die haptische Gestaltung von Direct Mailings

Die haptische Gestaltung von Direct Mailings

Andrea Barkhof

78,81 €
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Editorial:
Springer Nature B.V.
Año de edición:
2015
Materia
Ventas y marketing
ISBN:
9783658119614
78,81 €
IVA incluido
Disponible

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Sobre IBD

Andrea Barkhof untersucht anhand von fünf empirischen Studien die vom Papier ausgehende einstellungs- und verhaltensbezogene Wirkung beim Direct Mail-Einsatz in Abhängigkeit der Papiereigenschaften, Papierflächengewicht und -oberfläche. Dabei werden die in diesem Zusammenhang wesentlichen Kommunikationsstufen, Selektionsentscheidungen am Briefkasten, die Auseinandersetzung mit dem Mailinginhalt (Einstellung gegenüber dem Kommunikationsmittel und -sender, Lesedauer und -verständnis) sowie das Responseverhalten berücksichtigt. Auf Basis dieser empirischen Ergebnisse leitet die Autorin Implikationen für die Papierauswahl in der Unternehmenspraxis ab.

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