Series: Markenkommunikation und Beziehungsmarketing
Paperback: 300 pages
Publisher: Springer Gabler; 2013 edition (September 13, 2013)
Language: German
ISBN-10: 3658027355
ISBN-13: 978-3658027353
Product Dimensions: 5.8 x 0.7 x 8.3 inches
Format: PDF Text TXT book
Was macht Marktangebote wertvoll für Konsumenten - diese Frage gehört zu den wichtigsten im Marketing. Bisherige Ansätze sind jedoch einseitig und fokussieren nur auf Individuum-bezogene Wert-Facetten. Steffen Jahn entwickelt eine Typologie des Konsumentenwertes, die erstmalig die kollektiven Asnpekte des Konsums und deren Bedeutung für das Konsumerlebnis angemessen berücksichtigt. Die Arbeit ermöglicht damit, die Beliebtheit von Facebook, Multi-...
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