£96.53

Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften Vom Kaeufer Zum Mitgestalter: Konsumentenmarketing in Der Postmoderne: 19 (Strategisches Marketingmanagement)

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£96.53 £91.70 £93.63 £95.56 £97.50 £99.43 £101.36 08 April 2026 28 April 2026 19 May 2026 08 June 2026 29 June 2026

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Price levels: 1 different prices over 83 days

Description

Der iPod und sein großer Bruder - das iPad - sind nicht nur in aller Munde, sondern beherrschen ihre Märkte tatsächlich. Und das obwohl Konkurrenzprodukte mit gleichen oder ähnlichen Produktfeatures zu gleichen oder günstigeren Preisen verfügbar sind. Gesunder Menschenverstand und ökonomische Theorie rätseln gemeinsam auf der Suche nach den Gründen für den immensen Erfolg der Apple Produkte. Ist es Magie, Marke oder Marketingkommunikation? Wenn die gültige Theorie einen Vorgang nicht erklären kann, braucht man eine neue oder zumindest eine veränderte. Der Autor verwirft daher die Unterscheidung zwischen Produzent und Konsument und erhebt den postmodernen «Prosumenten» zum gleichberechtigten Partner bei der Schaffung von Mehrwert. Und die Anwendung der dabei erarbeiteten haushaltproduktionstheoretischen Reinterpretation des Integrativ Prozessualen Marketingansatzes zeigt: Zwar sind sich iPod und iPad und ihre Konkurrenzprodukte zuweilen zum Verwechseln ähnlich, aber die Kunden kaufen viel mehr als ein Gadget, das ihnen - anbieterseitig vorgeplant - Nutzen stiftet.

Product Specifications

Format
hardcover
Domain
Amazon UK
Release Date
01 November 2010
Listed Since
10 August 2012

Barcode

No barcode data available

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