Home > Business and Economics > Business and Management > Sales and marketing > Markenimagekonfusion als Managementherausforderung: Zum Problem einer gedächtnisbasierten und Point of Sale induzierten verwirrenden Wahrnehmung von Marken(Innovatives Markenmanagement)
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Markenimagekonfusion als Managementherausforderung: Zum Problem einer gedächtnisbasierten und Point of Sale induzierten verwirrenden Wahrnehmung von Marken(Innovatives Markenmanagement)

Markenimagekonfusion als Managementherausforderung: Zum Problem einer gedächtnisbasierten und Point of Sale induzierten verwirrenden Wahrnehmung von Marken(Innovatives Markenmanagement)

          
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About the Book

Geleitwort Die Sicherstellung einer freien und umfassenden Auswahl des Nachfragers bei s- nen Kaufentscheidungen gilt im Marketing eigentlich als hohes Gut. Einerseits ist sie Ausdruck der Souveränität und Macht der Nachfrager als wichtigem Regulativ in - ner Marktwirtschaft. Andererseits schafft sie Zufriedenheit beim Nachfrager durch die mit wachsender Angebotsfülle wachsende Wahrscheinlichkeit einer perfekten Erf- lung seiner Bedürfnisse. Bezüglich beider Argumente kommen in jüngerer Vergangenheit allerdings vermehrt Zweifel auf. Die Souveränität und Macht der Nachfrager zur Ausübung von Druck auf die Anbieter scheinen sich die Nachfrager immer weniger bewusst zu sein. Anders ist es kaum zu erklären, dass beispielsweise trotz der Liberalisierung des Strommarktes in Deutschland die Nachfrager in Lethargie verfallen statt durch ihr Kaufverhalten die Anbieter zu einer Revision ihrer Preispolitik zu bewegen. Ebenso reibt man sich als Beobachter verwundert die Augen, wenn man den Aufschrei der deutschen Öffe- lichkeit und mit ihr der Nachfrager als Folge der Werksschließung von NOKIA in - chum verfolgt und zugleich sieht, dass bei allem lautstarken Protest offenbar kaum ein Nachfrager auf den Gedanken kommt, seiner Verärgerung durch einen probl- los möglichen Handywechsel zu einem der zahlreichen anderen Anbieter Ausdruck zu verleihen. Auch bezüglich der vermeintlich höheren Zufriedenheit der Nachfrager bei einem - fassenderen Angebot am Point of Sale (PoS) kommen einem Zweifel. Empirische Studien und die Beobachtung des Kaufverhaltens zeigen hier immer öfter eine Ka- zurückhaltung als Folge totaler Reizüberflutung am PoS und ebenso der begleit- den Kommunikationsmaßnahmen der Anbieter.

Table of Contents:
Markenimagekonfusion als Herausforderung an die Markenführung.- Theoretische Konzeption von Markenimagekonfusion und Wirkungen.- Die Markenumwelt am Point of Sale als Determinante von Markenimagekonfusion.- Empirische Untersuchung von Markenimagekonfusion.- Schlussbetrachtung und Implikationen der Untersuchung.


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Product Details
  • ISBN-13: 9783834909497
  • Publisher: Gabler
  • Publisher Imprint: Gabler
  • Height: 210 mm
  • No of Pages: 259
  • Series Title: Innovatives Markenmanagement
  • Sub Title: Zum Problem einer gedächtnisbasierten und Point of Sale induzierten verwirrenden Wahrnehmung von Marken
  • Width: 148 mm
  • ISBN-10: 3834909491
  • Publisher Date: 11 Apr 2008
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 16 mm
  • Weight: 367 gr


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Markenimagekonfusion als Managementherausforderung: Zum Problem einer gedächtnisbasierten und Point of Sale induzierten verwirrenden Wahrnehmung von Marken(Innovatives Markenmanagement)
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