Nutzenbasierte Marktsegmentierung: Eine kaufprozessorientierte Untersuchung zur Wirkungsmessung von MarketingAktivitten (Kunden,Used

Nutzenbasierte Marktsegmentierung: Eine kaufprozessorientierte Untersuchung zur Wirkungsmessung von MarketingAktivitten (Kunden,Used

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Delivery time: 3-5 business days (USA)
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Product Description Burkhard Scheer erweitert den klassischen Ansatz der benefit segmentation um eine Betrachtung der Wirkungsbeziehungen, die zwischen den MarketingAktivitten der Hersteller und den Nutzenwahrnehmungen der Konsumenten bestehen. Diese Wirkungsbeziehungen werden mit Hilfe des FIMIXPLSAnsatzes als Segmentierungskriterium herangezogen. From the Back Cover Eine wesentliche Herausforderung fr Unternehmen im Rahmen der Bearbeitung von Absatzmrkten stellt die Heterogenitt von Konsumenten dar, die sie anhand von Verfahren der Marktsegmentierung erfassen. Als ein zentrales Segmentierungskriterium dient hierbei der Kundennutzen, der als Mediator zwischen den Produkteigenschaften und dem Kaufverhalten der Konsumenten angesehen wird. Burkhard Scheer erweitert diesen klassischen Ansatz der benefit segmentation um eine Betrachtung der Wirkungsbeziehungen, die zwischen den MarketingAktivitten der Hersteller und den Nutzenwahrnehmungen der Konsumenten bestehen. Diese Wirkungsbeziehungen werden mit Hilfe des FIMIXPLSAnsatzes als Segmentierungskriterium herangezogen. Als Zielgre fr die Wirkungsanalyse der MarketingAktivitten wird die Kundenloyalitt betrachtet. Der Autor leistet hiermit einen wesentlichen Beitrag zur differenzierten Wirkungsmessung der MarketingAktivitten von Konsumgterherstellern. Dies ist insbesondere in Anbetracht einer zunehmenden Tendenz zu kennzahlenbasierten MarketingControllingSystemen relevant, die eine Rechtfertigung der eingesetzten MarketingBudgets ermglichen sollen. About the Author Dr. Burkhard Scheer promovierte bei Prof. Dr. Manfred Krafft am Institut fr Marketing der Westflischen WilhelmsUniversitt Mnster. Er ist als Unternehmensberater im Bereich Strategie ttig.

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Shipping & Returns

Shipping
We ship your order within 2–3 business days for USA deliveries and 5–8 business days for international shipments. Once your package has been dispatched from our warehouse, you'll receive an email confirmation with a tracking number, allowing you to track the status of your delivery.

Returns
To facilitate a smooth return process, a Return Authorization (RA) Number is required for all returns. Returns without a valid RA number will be declined and may incur additional fees. You can request an RA number within 15 days of the original delivery date. For more details, please refer to our Return & Refund Policy page.

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This warranty strictly does not cover damages that arose from negligence, misuse, wear and tear, or not in accordance with product instructions (dropping the product, etc.).

Warranty

We provide a 2-year limited warranty, from the date of purchase for all our products.

If you believe you have received a defective product, or are experiencing any problems with your product, please contact us.

This warranty strictly does not cover damages that arose from negligence, misuse, wear and tear, or not in accordance with product instructions (dropping the product, etc.).

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Your payment information is processed securely. We do not store credit card details nor have access to your credit card information.

We accept payments with :
Visa, MasterCard, American Express, Paypal, Shopify Payments, Shop Pay and more.

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