Meinungsführer und Word-of-mouth bei Neuprodukteinführungen
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Meinungsführer und Word-of-mouth bei Neuprodukteinführungen

Meinungsführer und Word-of-mouth bei Neuprodukteinführungen


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About the Book

Die deutsche Getränkeindustrie wächst. Neue Trends und stetig neue Wünsche der Konsumenten fordern zahlreiche Produktneueinführungen auf dem Markt. Der Konkurrenzdruck steigt und erfordert Strategien, um sich auf dem Markt zu bewähren. Ein beliebtes Mittel: Meinungsführer. Sie finden sich in jeder Branche, auf jedem Markt und nehmen die Gestalt jener Person an, welche Einfluss auf die Kaufentscheidung anderer hat. Es ist der technikinteressierte Bruder, der beim Kauf eines neuen Computers zu Rate steht oder die Prominenz, welche uns in Presse und Rundfunk von den neusten "Tattooprint-Shirts" überzeugt. Es ist der Meinungsführer, bei dem Word-of-mouth wirtschaftlich effizient zunutze kommt, indem er über neue Produkte, Marken und Unternehmen berichtet, welche seine Überzeugung gewonnen haben. Das Ziel dieser Arbeit ist es, die Rolle von Meinungsführern und des Word-of-mouth bei Produktneueinführungen in der Getränkeindustrie zu bewerten und Maßnahmen aufzuzeigen, die im Marketing eingesetzt werden können, um ein Produkt erfolgreich mittels Word-of-mouth durch Meinungsführer zu verbreiten.


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Product Details
  • ISBN-13: 9783639728460
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 152 mm
  • ISBN-10: 3639728467
  • Publisher Date: 12 Jan 2015
  • Height: 229 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 172 gr


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Meinungsführer und Word-of-mouth bei Neuprodukteinführungen
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