Digitales Markenmanagement (Beiträge zur empirischen Marketing- und Vertriebsforschung) book cover by Ingo Halbauer

Digitales Markenmanagement (Beiträge zur empirischen Marketing- und Vertriebsforschung) [9783658317768]

Name: Digitales Markenmanagement (Beiträge zur empirischen Marketing- und Vertriebsforschung) [9783658317768]
SKU: 9783658317768
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Author: Ingo Halbauer

Paperback

SKU: 9783658317768

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Format Lightweight and affordable. Perfect for student groups and classrooms, and a versatile option for corporate trainings, team reads, or large-scale events.

Paperback

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Overview

Digitale Verkaufskanäle wie Online-, Mobile- und Voice-Shopping stellen Marken vor besondere Herausforderungen. Ingo Halbauer trägt mit seiner Arbeit dazu bei, die Bedeutung, die Marken in diesen Kanälen einnehmen besser zu verstehen. Um dies zu erreichen, wird zunächst die unterschiedliche Wirkung von Marken beim Online- und Voice-Shopping untersucht. Anschließend erfolgt die nähere Betrachtung von Kundenstimmung im Kontext des Voice-Shoppings. Schließlich wird das Kaufverhalten von Handels- und Herstellermarken beim Online- und Mobile-Shopping anhand eines Feld-Datensatzes analysiert.

The book, Digitales Markenmanagement (Beiträge zur empirischen Marketing- und Vertriebsforschung) [Bulk, Wholesale, Quantity] ISBN#9783658317768 in Paperback by Ingo Halbauer may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.

Details

Author:

Ingo Halbauer

Format:

Paperback

Publication Date:

11/13/2020

ISBN-13:

9783658317768

Pages:

159

Publisher:

Springer Fachmedien Wiesbaden

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