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Treiber und Auswirkungen von Preiskomplexität

Treiber und Auswirkungen von Preiskomplexität

Steffen Würtz

78,98 €
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Editorial:
Springer Nature B.V.
Año de edición:
2015
Materia
Ventas y marketing
ISBN:
9783658111519
78,98 €
IVA incluido
Disponible

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Sobre IBD

Auf Basis eines empirisch-experimentellen Forschungsprogramms untersucht Steffen Würtz in neun Studien im Kontext unterschiedlicher Dienstleistungsbranchen die Treiber der Preiskomplexität, die Konsumentenwahrnehmung von Preiskomplexität und die Auswirkungen auf potentielle Kaufentscheidungen. Er zeigt, dass Konsumenten im täglichen Leben - insbesondere im Dienstleistungssektor - häufig mit komplexen Einkaufssituationen konfrontiert sind. Die optimale Preisgestaltung eines Dienstleistungstarifes stellt eine zentrale Herausforderung für die Unternehmenspraxis dar.

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