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Premiumhandelsmarken im Sortiment des Einzelhandels

Premiumhandelsmarken im Sortiment des Einzelhandels

Annett Wolf

96,86 €
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Editorial:
Springer Nature B.V.
Año de edición:
2011
Materia
Ventas y marketing
ISBN:
9783834926760
96,86 €
IVA incluido
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Sobre IBD

Die Positionierung von Eigenmarken setzt nicht nur die Kenntnis von Lücken im herstellerseitigen Angebot sowie eine hinreichende Sortiments- und Marktstruktur voraus, sondern auch ein entsprechendes Wissen über die Einflussgrößen des Kaufverhaltens. Annett Wolf entwickelt ein verhaltenswissenschaftliches Erklärungsmodell, überprüft dieses kausalanalytisch und leitet Implikationen für das Markenmanagement im Einzelhandel ab.

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