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Management von Markentransfers

Management von Markentransfers

Carsten Schulze-Bentrop

60,37 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2014
Materia
Gestión y técnicas de gestión
ISBN:
9783658035686
60,37 €
IVA incluido
Disponible

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Sobre IBD

Markentransferstrategien sind in der Praxis sehr beliebt, da sie den Neuprodukterfolg steigern können. Zahlreiche Markentransfers scheitern jedoch. Carsten Schulze-Bentrop führt umfangreiche empirische Analysen durch, um die Relevanz einer Vielzahl von Erfolgsfaktoren von Markentransfers in Abhängigkeit verschiedener Kaufentscheidungssituationen zu untersuchen. Dazu entwickelt er eine Taxonomie von Kaufentscheidungstypen, um Kundensegmente zu bilden, für die er die relevantesten Erfolgsfaktoren identifiziert. Damit leistet er einen entscheidenden Beitrag zum segmentspezifischen Management von Markentransfers.

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