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Mobile Shopping: Eine konsumentengerichtete, empirische Akzeptanzanalyse zentraler Einflussgrößen

By (author) Michael Groß

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normal price: R 1 897.95

Price: R 1 707.95

| book description |

Michael Groß erarbeitet vor dem Hintergrund des sich verändernden Konsum- und Kaufverhaltens mittels einer modellgestützten, empirischen Untersuchung Hinweise, um den Mobile Commerce als (neuen) strategischen Kommunikations- und Vertriebskanal für (Handels-)Unternehmen zu etablieren. Dazu stellt er wesentliche Akzeptanztreiber und -barrieren heraus, identifiziert spezifische Konsumententypen des Mobile Shoppings, und beschreibt Ansatzpunkte für gezielte, akzeptanzfördernde (Marketing-)Maßnahmen, die den shoppingbezogenen Einsatz von Smartphones bei Konsumenten forcieren.

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Normally shipped | This title will take longer to obtain, and should be delivered in 6-8 weeks
Publisher | Springer Fachmedien Wiesbaden
Published date | 17 Feb 2017
Language | German
Format | Paperback / softback
Pages | 279
Dimensions | 210 x 148 x 0mm (L x W x H)
Weight | 0g
ISBN | 978-3-6581-7292-3
Readership Age |
BISAC | business & economics / production & operations management

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Normally shipped | Available from overseas. Usually dispatched in 14 days
Readership Age |
Normal Price | R 2 522.95
 Price | R 2 270.95 | on special |

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