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Konsumentennutzen & Heterogenität

Konsumentennutzen & Heterogenität

Sina Kristin Unger

85,19 €
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Editorial:
Springer Nature B.V.
Año de edición:
2021
Materia
Ventas y marketing
ISBN:
9783658331603
85,19 €
IVA incluido
Disponible

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  • Librería Samer Atenea
  • Librería Aciertas (Toledo)
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Sobre IBD

Sina Kristin Unger untersucht anhand von zwei empirischen Studien, inwieweit sich Konsumentengeschlecht, nationale Kultur und Persönlichkeitsmerkmale als Kategorien für die zielgruppenspezifische Konsumentenansprache eignen. Die Arbeit baut auf Erkenntnissen auf, wonach heterogene Konsumentenbedürfnisse Marken- und Produktpräferenzen beeinflussen können. Beide Studien liefern konkrete Anhaltspunkte für eine zielgruppenspezifische Konsumentenkommunikation. 

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