Nutzenorientierte Marktsegmentierung: Ein integrativer Ansatz zum Zielgruppenmarketing im Verkehrsdienstleistungsbereich
- ISBN-10
- 3322965066
- ISBN-13
- 9783322965066
- Category
- Business & Economics
- Pages
- 313
- Language
- German
- Published
- 2013-07-02
- Publisher
- Springer-Verlag
- Author
- Lars Jesko Perrey
Description
Jesko Perrey leitet am Beispiel des Verkehrsdienstleistungsbereichs einen integrativen Ansatz zur nutzenorientierten Marktsegmentierung ab. Der Autor entwickelt auf dieser Basis einen mehrstufigen, empirisch validierten Segmentierungsansatz, der einen hohen Gestaltungs- und Ausrichtungsbezug für die Ableitung segmentspezifischer Marketing-Maßnahmen aufweist. Neben umfangreichen Ansatzpunkten eines nutzenorientierten Zielgruppenmarketing werden auch Möglichkeiten eines dynamischen Segment-Managements aufgezeigt.
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