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| book details |
Vergleichende Werbung für die Positionierung neuer Marken: Untersuchung der Werbewirkung mittels Strukturgleichungsanalyse
By (author)
Robert Kramer
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normal price: R 1 897.95
Price: R 1 707.95
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| book description |
Anhand einer Strukturgleichungsanalyse zeigt der Autor auf, wie vergleichende Werbung durch die Rezipienten verarbeitet wird und in welchen Fällen Vorteile durch den Einsatz zu erwarten sind. Dabei untersucht er die Wirkung auf die Konsumenten in drei verschiedenen Produktkategorien und für Werbevergleiche unterschiedlicher Intensität. Hierbei werden Konsumgüter nach den Merkmalen Nutzungsdauer (Ver- und Gebrauchsgüter) sowie Art des Produktnutzens (hedonistisch bzw. funktional) betrachtet.
| product details |
Normally shipped |
This title will take longer to obtain, and should be delivered in 6-8 weeks
Publisher |
Springer Fachmedien Wiesbaden
Published date |
16 Nov 2016
Language |
German
Format |
Paperback / softback
Pages |
271
Dimensions |
210 x 148 x 0mm (L x W x H)
Weight |
0g
ISBN |
978-3-6581-6469-0
Readership Age |
BISAC |
business & economics / sales & selling
| other options |
Normally shipped |
Available from overseas. Usually dispatched in 14 days
Readership Age |
Normal Price |
R 2 499.95
Price |
R 2 249.95
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